Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: FREIXENET
Product/Service: SPARKLING WINE
Agency: JWT SPAIN
Choreographer/Dancer: Sara Baras
Choreographer/Dancer: Jose Carlos Martinez
Managing Creative Director: Alex Martinez (JWT)
Creative Director: Carles Puig (JWT)
Audiovisual Production: Benet Solans (JWT)
Copywriter: Oscar Galán (JWT)
Account Coordinator: Jose A Gonzalez-Cuevas (JWT)
Account Supervisor: Alex Ogazón (JWT)
Director: Jorge Cosmen (Oxigeno)
Composer: Ivan Llopis (Banjo Music)
Executive Producer: Aitana R Coca (Oxigeno)
Special Effects: Pep Bou
Costume Design: Nuria Sarda
Costume Design: Luis F Do Santos
Media placement: Film - Online And TV - 29 November 2011
Campaign Description
Spanish law regulates the quota of advertising content on any of the TV stations and furthermore, prohibits any content regarded as advertising in any of the public state channels. Therefore, to be counted as content, not advertising, the content should be 'clean' (only product placement being acceptable) and can be sponsored, nothing more.
As for programming, generally speaking it depends on the channel, how interesting the content is, its length, saturation and commercial interests/commitments.
In the case of a low-audience TV channel there tends to be more flexibility, given that it suits them to have the material, and the fact it has advertising content is not an issue because they do not reach their quota. When it comes to a major general channel they are very strict, the content must be in line with the channel, and bring quality to it so audiences do not drop.
Effectiveness
Freixenet is the most popular sparkling wine brand in Spain. So the 'Freixenet toast' is one of the most eagerly awaited commercials of the year. It is a show which the brand gives to the public Christmas after Christmas, starring celebrities who deserve special recognition for their effort, work and dedication especially in these difficult times where good examples to admire are so badly needed.
This year it featured the flamenco star Sara Baras and the leading ballet dancer José Carlos Martínez with the Spanish National Dance Company. 2 of the best dancers in the world. 2 different ways of interpreting art (flamenco and contemporary dance). They are also 2 examples of Spanish excellence in times of low national self-esteem. So we wanted the audience to get to know, and to enjoy, 2 stars acclaimed around the globe, with a lot of values to share. 2 different art forms which we are brought together for the first time in a film which manages to combine cultural diffusion, human interest and at the same time transfers values on to the brand.
The campaign was presented in a special event for the press. On the one hand the 'show', BarasMartinez: Among the bubbles in its different TV commercial formats. And on the other, BarasMartinez: Behind the bubbles, the film: an audio-visual piece intended for the audience to choose to spend time with the brand, not only on the Internet but also on the TV, where it was broadcast as content over the campaign period (Christmas).
Implementation
The whole Freixenet campaign was presented to the media in an exclusive premiere in Madrid’s Teatro Real. A whole host of media (both online and offline), news agencies and bloggers echoed the event, linking up with the content. The official Freixenet website premiered it online before it was distributed to TV channels for broadcasting as content while the campaign was running. Over 3,000 official DVDs were distributed to VIPs and dance schools throughout Spain.
Outcome
In this well developed market, Freixenet managed to get 97% spontaneous brand awareness. The Freixenet Christmas campaign this year achieved the best audience recall (84.8%), nearly doubling that of its main competitor Codorniu (47.2%) but also the most appreciated (+20% over Codorníu), despite a considerably lower investment in paid media.