Category: Best brand or product integration into an existing TV show or series
Advertiser: PACO RABANNE
Product/Service: LADY MILLION
Agency: HAVAS SPORTS & ENTERTAINMENT
Agency: MPG
Agency: HAVAS DIGITAL
Managing Director: Manuel Reis (Havas Sports & Entertainment)
Account Director: Mary Redondo (Havas Sports & Entertainment)
Client Service Director: Adriana Cortes (MPG)
Account Director: Maria Bergua (MPG)
Account Director: Marta Nizam (Havas Digital)
Svp Catlyst: Liliana Caro (Havas Media)
Producer: Alejandro Jaegerman (Havas Sports & Entertainment)
Producer: Andrew Negrin (Sony Entertainment Televsion)
Writer: Ana Marin (Havas Sports & Entertainment Mexico)
Designer: Sandra Memdonza (Havas Sports & Entertainment Mexico)
Programmer: Abraham Tonix (Havas Sports & Entertainment Mexico)
Media placement: Short Films - TV Channel - Sony - Show: "Los Caballeros las Prefieren Brutas" - October 13th, 2011
Media placement: Teaser - TV Channel - Sony - Show: "Los Caballeros las Prefieren Brutas" - October 23rd, 2011
Media placement: Cameo - TV Channel - Sony - Show: "Los Caballeros las Prefieren Brutas" - May 21st 2012
Campaign Description
Consumers are seeking brands that actually provide them with meaning, delivering real value and addressing their needs. Brands that they connect, develop a relationship, and bring them closer to their passions and lifestyle.
That is what Lady Million successfully did. They created a campaign exclusively for its target; addressing their aspirations and passions, creating content of their interest, ‘personally’ engaging and entertaining with them building an intimate relationship.
Very few brands are engaging and interacting with consumers in Latin America. They are not developing special content for this target and launching exclusive campaigns; they use their global campaigns for this region. Regarding the luxury brand fragrance segment, the same is happening. Lady Million is the only brand creating a custom-made campaign on a regional level; making it a customized platform with a local flavour, speaking the same language of the public and connecting in a more personalised way
Effectiveness
The challenge was to stand out amidst a very saturated market increasing sales by 50%. Besides creatively engaging and interacting with consumers in order to increase online word-of-mouth by 20% and visibility in traditional media by 70%.
For our target, ‘Nowism’ is their mantra, pushing the digital world to deliver instant gratification. Cable & Internet had the perfect combination of penetration and affinity. Besides that, Blogging personified a strong opportunity among target, who is 125% more likely to use blogs than the total population.*(Source:TGI)
We developed a pan-regional communication strategy through a customisable platform where unique branded content lived through a variety of channels and digital solutions. Hosted in a blog were interaction was the constant.
Therefore, we created a character that personified the brand: Eglantina Zingg, a socialite who shares the brand’s aspirational lifestyle, portrayed Lady Million Blogger. She lived in ladymillionblogg.com sharing her adventures and interacting with the public.
Lady Million was integrated within the target’s favourite TV show –‘Los Caballeros Las Prefieren Brutas’- through short films, a cameo on the show and a blog.
The story linked Lady Million to Alejandro, the popular male who hunts for her. Engagement and interaction took place through a contest. Alejandro invited fans to help him follow Lady Million’s hints on posts, so as to finally meet her. This strategy united the worlds of fantasy and reality, as people would not only follow the story, but they were able to become part of it.
The media strategy was created to provide content engaging the target into the brand lifestyle in a more personal way. We also leveraged the talents’ fan pages (Juan Pablo and Eglantina) on Twitter and Facebook to engage consumer; there was also an on-air sponsorship of the show to further develop the link between the show and the brand.
Implementation
We understood that cable and internet were the most efficient channels to connect with the target, and blogging was revealed as an opportunity. Therefore, we created a character that personified the brand lifestyle and lived in a blog.
The character was integrated into the target’s favourite TV show romantically linked to Alejandro, the protagonist. Their saga was shared across social media platforms through short films, and further engagement was achieved through contests. We also used talents’ page on Facebook and Twitter to attract their followers to the blog and engage them in helping to promote an encounter between Alejandro and Lady Million.
Outcome
Lady Million campaign was based on target’s insights and preferences in order to really connect with them. Brand personification through Lady Million Blogger allowed the brand to develop a closer relationship with the consumer; they were able to directly interact and entertain them. Therefore, we could bring value and awaken consumer’s interest for the brand and the content we were sharing, developing a more intimate relationship. As a result, innovation led to excellent results.
The number 1 sales objective was over achieved:
• +200% increase in sales! (vs. +50% objective)(1)
Consumers engaged and interacted with Lady Million Blogger, shared and followed her life and story:
• +22% increase in online WOM (+2% vs goal) (5)
• Excellent Visibility: 73% reach (+40% vs goal) (2)
• More than 35,000.000 impressions (+110% vs goal) (3)
Good Interaction:
• Total blog shares on social media: 1,366 (4)
• Blog visits: 124,278 (4)
• 81,470 unique visitors to blog (+140% vs average blog visits) (6)
Efficiencies:
• * CPM: -64% compared to a regular campaign (3)
• * +110% of projected Digital Campaign goals (3)
Sources:
(1) Proprietary Brand Information
(2) Ibope
(3) Mediamind
(4) Google Analytics
(5) Sysomos: pe