Category: Travel, Entertainment & Leisure
Advertiser: VALENCIA BASKET
Product/Service: BASKETBALL
Agency: KIDS ADVERTAINMENT
Executive Creative Director: Carlos Janini (Kids Advertainmnet)
Executive Creative Director: Jorge Sánchez Mares (Kids Advertainmnet)
Art Director: Héctor Sancho Sanfélix (Kids Advertainmnet)
Copywriter: Carlos Janini (Kids Advertainmnet)
Copywriter: Jorge Sánchez Mares (Kids Advertainmnet)
Film Director: Nacho Sánchez (Laquadratv)
Camera: Oscar Garrido (Laquadratv)
Film Editor: Manolo Casted (Mi1080)
Media placement: Internet - YouTube - 12-01-2012
Describe the brief/objective of the direct campaign.
Valencia Basket is one of the teams of the Spanish Basketball League. With only one game left, its classification to the ‘King´s Cup’ was at stake. Something had to be done to turn our stadium into a boiling pot.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The aim of the campaign was to connect the team with their fans. With that purpose we suggested a campaign where the players would phone their fans and ask them to come to the game. 3 important players of the team phoned some fans and asked them to come to the match.
Explain why the creative execution was relevant to the product or service.
This innovative campaign made fans feel very close to their idols, as we promoted fellowship between professional players and basketball supporters. The campaign increased the number of fans and followers of the club on Facebook and Twitter. The national media echoed the great image that the club transmitted, highlighting its capacity to spread their hope among their supporters. It was the first match of the season where the “Sold out” sign was put up in the ticket office.
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.
2 days later all the national media mentioned the campaign, more than 300 people rang the club, the club’s Facebook received 5,000 new ‘Likes’- 200% of the objective-, 4,500 new followers were gained on Twitter- 300% of the objective-, 7,500 visited YouTube- 200% of the objective- and more than 20,000 visits to the club’s website were recorded – 15,000 more than the monthly average. It was the first time all the tickets were sold.