Brand Experience and Activation > Use of Promo & Activation
DESAFIOCRUZCAMPO.COM
BASSAT OGILVY, Barcelona / CRUZCAMPO / 2011
Overview
Credits
Overview
ClientBriefOrObjective
Cruzcampo, sponsor of the Spanish Football Selection, decided to conduct a promotional marketing action for the World Cup 2010.
Effectiveness
It was the most watched World Cup promotion and increased sales by 25%.
Implementation
Cruzcampo decides to take a ball from Madrid, the capital of Spain, to South Africa, host of the 2010 World Cup.The ball travelled 7,993 km with the help of 2,356 volunteers in 64 days. The ball was delivered to the national coach on behalf of all the Spanish supporters.
Relevancy
For the high visibility that gained promotion in the media and internet, the action was launched by 3 spots and could continue through the web, print and television.
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