Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NESTLÉ SPAIN
Product/Service: CAFES LA ESTRELLA
Agency: LA DESPENSA
Executive Creative Director: Javier Carrasco/Miguel Olivares (La Despensa)
Creative Director: Belen Coca (La Despensa)
Copywriter: Raul Cirujano/Lolo Ortega (La Despensa)
Art Director: Antonio Castillo/Hector Rodriguez/Natalia Mirapeix (La Despensa)
Technique Director: Marimar Ruiz (La Despensa)
Account Director: Sergio Sancho (La Despensa)
Account Supervisor: Harold Vas (La Despensa)
Account Executive: Miguel Pico (La Despensa)
Public Relations Manager: Maria Martinez Fesser (En Bicicleta)
Public Relations Manager: Mamen Soria (En Bicicleta)
Media placement: Ambient/event - Free Publicity - 8 November
Describe the objective of the promotion.
Cafés La Estrella is the oldest coffee brand in Spain. With 125 years of history, it wants to remain the coffee brand for the Spanish people. People remember the brand because of a 50-year-old ad and its image is perceived as old-fashioned. Cafés La Estrella wants to increase sales, by breathing fresh life into its brand and boosting its distribution numbers.
Describe how the promotion developed from concept to implementation.
In order to rejuvenate the brand without losing its heritage, we created a pop-up store: The First Time Traveling Agency. There, Spanish people were able to travel back in time to the top memorable moments in their history: the first moon landing, the most eagerly awaited series finale in the 80s, the most remembered football match… and lots of trips for them to claim the good things of the past, like Cafés la Estrella. We invited everybody to come (media, bloggers, sales forces, distributors, ordinary people...). They all tasted our coffee and discovered that old things can also be modern.
Explain why the method of promotion was most relevant to the product or service.
To rejuvenate the brand without it losing its heritage, we created a pop-up store: The First Time Traveling Agency. With this agency, Spanish people were able to travel back in time to those top memorable moments in their history: The day Spain won the Eurovision Song Contest, the first moon landing, the most eagerly awaited series finale in the 80s, the most remembered football match by all Spaniards, Spain 12 – Malta 1… and lots of trips for them to claim the good things of the past: such as Cafés la Estrella.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Tickets could be bought at the Time Traveling Agency and on the Internet. Hundreds travelled to past times thanks to our brand-space, both online and offline media echoed the initiative and, most importantly, by vindicating the old things, such as Cafés la Estrella, we managed to update ourselves.
Free publicity: 851,797
Estimated audience: 12,054,970
Cafés La Estrella is the only brand of coffee that gained market share over private brands.