Category: Ambient Media (Large Scale)
Advertiser: SHACKLETON
Product/Service: CHRISTMAS CAMPAIGN
Agency: SHACKLETON
Executive Creative Director: Nacho Guilló (Shackleton)
Account Manager: Luciana Borges (Shackleton)
Art Director: David Ballester (Shackleton)
Copywriter: Nacho Guillo (Shackleton)
Copywriter: Anais Ferrer (Shackleton)
Digital Art Director: Almudena Gonzalez (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Front-end Pogrammer: Pablo Ingold (Shackleton)
Digital Front-end Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Producer: Alejandro Colino (Shackleton)
Digital Frontend Programmer: Santiago Bernabe (Shackleton)
Video Editing: Paula Cuadrado/Paloma Martin/Luis Yrisarry (Shackleton)
Director: Juan Gama (Shackleton)
Graphic/Event Production Manager: Itxaro Vicuña (Shackleton)
Graphic/Event Producer: José Vicente García (Shackleton)
Event Producer: Fernanda Canuto (Shackleton)
Graphic Producer: Susana Herraez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Iraida Martinez (Shackleton)
Media placement: INTERNET SPOT - 4 SPOTS - SHACKLETON'S YOUTUBE CHANNEL - 21 December 2011
Media placement: EMAILING - 4 SHOTS - CURRENT & POTENCIAL CLIENTS, FRIENDS - 21 December 2011
Media placement: WEBSITE - INTERNET (SPANISH & ENGLISH VERSIONS) - 21 December 2011
Media placement: IPHONE & IPAD WEBSITE - SPANISH & ENGLISH VERSIONS - 21 December 2011
Media placement: DIMENSIONAL MAILING - 1 SHOT - SPANISH OPINION LEADERS - 21 December 2011
Media placement: OUTDOOR TRANSIT - T1 VOLKSWAGEN VANS - 21 December 2011
Media placement: LIVE STUNT - ITINERARY IN MADRID & BARCELONA - 02 January - 17 January 2012
Media placement: PRESS RELEASE - 2 SHOTS - SPANISH & INTERNATIONAL MEDIA - 21 December 2011
Media placement: FLEA MARKET OF GIFTS DEPOSITED IN THE CACAMBIATOR - SHACKLETON - 17 January 2012
Describe the brief/objective of the direct campaign.
Use the agency's Christmas Greetings to demonstrate the creative capacity of our agency to our clients, potential clients and friends in order to drive new business.
With Christmas come Father Christmas, the Three Kings, secret Santa, and along with them a torrent of unwanted gifts. Nylon polyester socks, ties that play Tunes and light up, irons with a radio alarm clock function… in fact a study conducted by TNS last January in Germany, Austria, Belgium, Spain, France, Ireland, Italy, Poland and the United Kingdom reveals that '75% of Spanish people are not satisfied with their Christmas gifts'.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
'If nobody can stop ugly and tasteless gifts from existing, why don’t we invent something so people can change them for something better?'
So, we invented Cacambiator, the machine that swaps your worst Christmas gifts for something better. Three machines were fitted into custom-made Volkswagen T1 vans.
During January the machine-on-wheels parked outside the offices of almost 100 companies in Madrid and Barcelona, giving over 800 people the chance to dispose of their unwanted gifts.
The campaign featured website, online spots, mailshot, emailing, Twitter-monitoring and a flea market to find new owners for the unwanted gifts.
Explain why the creative execution was relevant to the product or service.
Cacambiator allowed clients to witness in the first person the agency’s capabilities to develop a campaign executed in all disciplines: Above-the-line, Below-the-line, Digital, Social Media, Direct Marketing, PR 2.0 and Events.
A real machine, built specially for clients, who were personally invited to have a unique and fun experience. Its novelty attracted the attention of media, making the experience even more exclusive. The logistics and precision to fulfil an itinerary of more than 20 days, emailing campaign, viral videos, gifts, website, mailing to opinion-leaders and PR 2.0 were carefully thought-out in advance to surprise, retain and attract.
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.
- Over 800 gifts were deposited in the Cacambiator and we set up a charity flea market to find new owners for them. The money was donated to NGO Action Against Hunger.
- News quickly echoed in key national (La Sexta, Antena 3, Telecinco) and international media (Televisa Mexico, RCN Columbia, La Nación Argentina).
- Cacambiator attracted such attention we couldn’t stop the general public from joining in. We had to add 5 days to the original itinerary.
- Many clients who were out of the office and missed Cacambiator's visit phoned and wrote to the agency to re-schedule.