The campaign targets all of our present, ex- and future clients, staff and ex-staff and every professional and media publication in the Spanish advertising industry.

Through the dispatch of ‘the career path wallet’ we sought out a direct response from the most well-known industry professionals that have passed through our agency by alluding to their experience with us so that they would post the campaign on their Social Networks, and by doing so converting them into agency ambassadors for our future employees and clients. Additionally, we sought out a receive a direct response from employees and ex-employees, not only in the form of site visits but also through the personalisation of the online career path wallet of all professionals in the sector.

We decided to tell the story of our history through 11 of the finest professionals to have been part of the agency.

And we did so with a special package, the Career Path Wallet. A wallet containing all of the business cards that compose the professional life until now of each of these individuals. A wallet that unfolds and traces the career journeys of promotions and agency changes by including, after an arduous process of investigation and redesign, the original business cards of each of these renowned professionals. As a climax, their newest business card was also included affirming their new post with us, an honorary position that they will hold from now and forever at Proximity.

Additionally, each package included a USB with a personalised video that demonstrated each recipient’s career path wallet unfold, that each recipient could share on social networks and redirect colleagues to proximityandme.es.

Calls from prospective clients increased by 200% when compared with the same month from the previous year.

The campaign improved the image and increased awareness of the Proximity brand. It appeared in 90% of advertising industry publications in Spain generating 84,000€ in earned media.

We reached 204,000 people on Facebook and the video on Facebook was viewed 40,296 times.

The campaign video case received 60,381 visits.

64% of the professionals that have passed through Proximity created and downloaded their career path wallet from a site that received almost 5,000 visits.

Although not entirely objective, the image of the agency internally with Proximity employees went through the roof. The pride of belonging to Proximity led our people to uploading their career path wallet wherever they could. In our internal master survey, assessment of the brand improved 40% from the previous year.

During the last 5 years our agency has changed its name 4 times before confirming its present name: PROXIMITY. These previous changes were one reason why clients and the sector in general were not exactly clear on neither our name nor our work. Because of this it was important to launch a campaign that would impact the sector by making each and every professional that has worked for the agency a participant and henceforth leaving the industry clear on who we are and we come from.