Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: GRUPO CALVO
Product/Service: READY TO SERVE MEALS
Agency: DDB SPAIN
Chief Creative Officer: Jose Mª Roca de Viñals (DDB Spain)
Creative Director: Guillermo Santaisabel (DDB Spain)
Creative Director Online: Nerea Cierco (DDB Spain)
Copywriter: Hector Alfonso (DDB Spain)
Art Director: Tamara Martin (DDB Spain)
Art Director: Cristina Rodriguez (DDB Spain)
Art Director Online: Liana Tavares (DDB Spain)
Account Team: David Majan (DDB Spain)
Account Team: Eva Rodriguez (DDB Spain)
Account Team: Maria Jose Moreno (DDB Spain)
Account Team: Yolanda Fernandez (DDB Spain)
Account Team: Thais Ruiz de Alda (DDB Spain)
Account Team: Jaime Martin (DDB Spain)
Planner Team: Pablo Vazquez (DDB Spain)
Planner Team: Miren Martinez (DDB Spain)
Interactive Technical Director: Carlos Guerrero (DDB Spain)
Producer: Enrique Feijoo (DDB Spain)
Producer: Lucia Olano (DDB Spain)
Ilustrator: Joan Chito
Media placement: TV - Grupo A3, Grupo T5, La Sexta - 19th January 2012
Media placement: Print (Newspapers and magazines) - 20 minutos, Qué, Qué Nervión, La voz de Galicia - 19th January 2012
Media placement: web - www.grancircocalvo.es - 19th January 2012
Media placement: Online Campaign - www.msn.es - 23rd January 2012
Media placement: Rich Media Campaign - Masthead www.youtube.com - 1st February 2012
Media placement: facebook campaign - CPM (market place) CPC (engagement ads) on www.facebook.com - 23rd January 2012
Media placement: emailing - DDBB Calvo España - 14th March 2012
Describe the brief/objective of the direct campaign.
To inform about a new line of ready-to-serve meals by Calvo available on the market. These traditional dishes of the Spanish Cuisine are especially developed for people who do not have much time or don’t cook but like to eat well.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We found a physical, unique and universal insight: a sound. The stomach growl. When you are very hungry, your stomach growls. What if there was someone, whose stomach, instead of growling… was thundering?
This way, an incredible story of a man dominated by his stomach becomes the main character of this campaign. The story of ‘The Incredible Thundering Stomach’. A man, who is forced to leave his house and his family and join a circus, just like another beast.
However, his problem has an easy solution: Calvo ready-to-serve meals could tame his stomach and return him to his prior life.
Explain why the creative execution was relevant to the product or service.
On TV and in print we explained his story to the world and invited people to participate in the last show of ‘The Incredible Thundering Stomach’ on the Internet. And we did it so by turning our site into the first online circus in the World.
On the site users could participate with Facebook connect, and live an audiovisual personalised experience that allowed them obtain free product samples and the doll of the main character through a ‘Win moment’ promotional mechanic. Nowadays when a stomach growls, people think about Calvo.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
70,000 visitors to the website in just 1 month.
15,000 product samples distributed as a part of the promotion.
Over 9m conversation topics in the main social networks.
And most importantly, ready-to-serve meals by Calvo had a 392% increase in sales and were out of stock for 3 consecutive weeks.