Fundacao Cultural De Curitiba (FCC): BIN THE WORST OF 2011

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: FCC - CITIZEN SERVICES

Product/Service: FCC SEASON'S GREETINGS

Agency: SHACKLETON

Executive Creative Director: Juan Silva (Shackleton)

Copywriter: Juan Silva (Shackleton)

Copywriter: Javier Iñiguez (Shackleton)

Art Director: Alex Katz (Shackleton)

Digital Art Director: Teresa Núñez (Shackleton)

Digital Copywriter: Marina Fornet (Shackleton)

DM Art Director: Lucia Agudo (Shackleton)

General Manager: Marta Gutierrez (Shackleton)

Brand Manager: Arancha Cebrian (Shackleton)

Account Supervisor: Joseba Irurzun (Shackleton)

Audiovisual Producer: Manuela Zamora (Shackleton)

Audiovisual Producer: Cristina Cortizas (Shackleton)

Audiovisual Producer: Iraida Martinez (Shackleton)

Digital Production Manager: Joaquin Garcia Morato (Shackleton)

Digital Front-end Programmer: Miguel Garcia Sanguino (Shackleton)

Digital Producer: Gonzalo Fernandez De Cordoba (Shackleton)

Graphic/Event Production Manager: Itxaro Vicuña (Shackleton)

Graphic Producer: Susana Herraez (Shackleton)

Graphic Producer: Jose Vicente Garcia (Shackleton)

Video/3D: Luis Yrisarry (Shackleton)

Media placement: INTERNET SPOT - FCC'S OFFICIAL YOUTUBE CHANNEL - 02 JANUARY 2012

Media placement: WEBSITE - INTERNET - 29 DECEMBER 2011

Media placement: FLAT MAILING - 1 SHOT - MADRID NEIGHBORHOODS - 29 DECEMBER 2011

Media placement: DIMENSIONAL MAILING - 1 SHOT - SPANISH OPINION LEADERS - 29 DECEMBER 2011

Media placement: LIVE STUNT - GARBAGE COLLECTION - 02 JANUARY 2012



Describe the objective of the promotion.

FCC is a Spanish company that manages municipal services provided by the city, including waste collection.



The objective of this promotion was to ensure people knew who actually provides this service, bringing FCC closer to citizens.



2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control.



FCC wanted to:

- Leverage the year’s farewell as an 'excuse' for the brand to communicate with the general public.

- Communicate its new positioning 'FCC Citizens Services', much closer and committed to citizens’ needs.



Describe how the promotion developed from concept to implementation.

Taking advantage of the final days of 2011, FCC launched an initiative to encourage citizens to toss the worst of 2011 in the garbage bin. Ordinary garbage bags became the advertising medium of the campaign.



We printed 50,000 bin bags with words that citizens at the time didn’t like at all and we distributed them door-to-door so that on New Year’s Eve, people could symbolically throw away the worst of the year.



The campaign featured a video of the action, mailings and a web where users could order real bin bags, toss virtual ones and share them on social networks.



Explain why the method of promotion was most relevant to the product or service.

It’s relevant and inherent: based on one of the most visible tasks of FCC in many Spanish cities; waste management. And plastic garbage bags are the most iconic element of trash.



It’s close nd emotional: it positions FCC as a company close to the people: Citizen Services versus the traditional image of FCC which has always been associated to a construction trust.



It’s notorious: both the general idea and the executions: mailbox, microsite and viral video stands out from the traditional seasons’ communications.



It’s positive: in a crisis environment the public appreciated a dose of optimism and a chance to engage.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Locals from the neighbourhood took part in the action and spontaneously became an integral part of it.

For one night, the bin bags that they threw away became the most effective activation campaign we could imagine.

- 52,937 views only on YouTube. 241% above objectives

- 40,000 views in the first 3 days.

- 9,000 bags were ordered on the web in only 4 days.

- The news quickly appeared on major media and most famous blogs. The estimated value of free publicity reached €42,789. 'Bin the worst of 2011' reaches the maximum effectiveness with a minimal investment.