Advertiser: EL PAIS NEWSPAPER
Agency: LOWE GINKGO
Category: Best Use of Screens
Art Director: Álvaro Díaz (Lowe Ginkgo)
Producer: Analía Falero (Lowe Ginkgo)
Executive Creative Director: Diego Román (Lowe Ginkgo)
Executive Creative Director: Fernando De Clemente (Lowe Ginkgo)
Art: Flavia Calandria (Lowe Ginkgo)
Art Director: Luis Meyer (Lowe Ginkgo)
Account: Marcelo Bonomi (Lowe Ginkgo)
Chief Executive Officer: Gabriel Román (Lowe Ginkgo)
Creative Director: Gonzálo López Baliñas (Lowe Ginkgo)
Executive Creative Director: Jorge González (Lowe Ginkgo)
Head Of Account: Juan Raineri (Lowe Ginkgo)
Copywriter: Mateo Vidal (Lowe Ginkgo)
Head Of Production: Rick Rodríguez (Lowe Ginkgo)
Producer: Alberto Stewart (Lowe Ginkgo)
Art: Bernardo Álvarez (Lowe Ginkgo)
Head Of Account: Gonzalo López (Lowe Ginkgo)
Digital Director: Nicolas Lawlor (Lowe Ginkgo)
Assistant Director: Raúl Etcheverry (Indias Film)
Executive Creative Director: Sebastián Mir (Lowe Ginkgo)
Art Director: Agustín Acosta (Lowe Ginkgo)
Execution
We needed to prove that this knives collection was really good. We use TV channels to show people how good the product was. They were surprise by the fact that the TV commercial was cut, allowing people to see the TV program backstage. The TV was the appropriate channel to communicate the benefit of the product. People were surprise to see how the knives cut but really impress about what's going on in the backstage during the TV comercial break.
Effectiveness
The commercial was a success, generated a big buzz around the sliced cut commercial and how innovative it was. The sales increased a 5%, and Knives Collection sold out, selling a total of 250.000 knives.
Strategy
The communication of a new Knives collection launched by El Pais Newspaper. The target audience is people who read the newspaper particularly women who watch magazine morning live shows. We focus on the fact that this knives cut everything, even the TV commercial. We sliced our TV spot and let people see the backstage activity during commercial breaks.