Cepsa: IDSLIPPERS

Credits & Description:

Category: Best Online Advertising in a Promotional Campaign

Advertiser: CEPSA

Product/Service: OIL COMPANY

Agency: SHACKLETON

Date of First Appearance: Oct 5 2010

Entrant Company: SHACKLETON, Madrid, SPAIN

Entry URL: http://www.judgingishard.com/campana/cannes/pantuflasid

Executive Creative Director: Alfonso Marian (Shackleton)

General Manager: Lucia Angulo (Shackleton)

Account Supervisor: Cristina Garcia (Shackleton)

Account Executive: Cus Blesa (Shackleton)

Online Creative Director: Alvaro Gonzalez (Shackleton)

Online Copywriter: Ruben Jimenez (Shackleton)

Online Art Director: Patricia Campuzano (Shackleton)

Online Art Director: Teresa Nuñez (Shackleton)

Online Art Director: Javier Solo de Zaldivar (Shackleton)

Online Art Director: Jose Luis Diez (Shackleton)

DM Creative Director: Antonio Herrero (Shackleton)

DM Copywriter: Raul Lazcano (Shackleton)

DM Art Director: Alfredo Ustara (Shackleton)

DM Art Director: Jaione Erviti (Shackleton)

DM Art Director: Teresa Guerrero (Shackleton)

Online Production Manager: Joaquin Garcia Morato (Shackleton)

Front End Programmer: Miguel Garcia Sanguino (Shackleton)

Front End Programmer: Santiago Bernabé (Shackleton)

3D Effects Editor: Jordi Canela (Shackleton)

Media placement: Premium Mailing - 2 Shots - Cepsa's Premium Clients - 05 October 2010

Media placement: Standard Mailing - 2 Shots - Other Clientes: Property Administrators, Homeowner Association Presidents, Company & House Ownerss - 05 October 2010

Media placement: Website - Internet - 05 October 2010



Describe the objective of the promotion.

The oil company Cepsa sells fuels and heating systems and for years now it’s been promoting the idea of winter being the best season of the year.



Aims:



• Improve the positioning of the oil company CEPSA in the HEATING PRODUCTS market segment.

• Get the 1st order of the winter for fuel heating systems



Aiming at promoting winter, the program WINTER LOVERS highlights the benefits of enjoying winter thanks to CEPSA Heating products.



Describe how the promotion developed from concept to implementation.

To stimulate the “Winter lovers spirit”, we created the product PantuflasID (ID Slippers). A product that is both a means, a message itself and a promotional incentive (on response).



Clients received a flat mailing that became dimensional. Once they placed their first orders they could get a pair of iDslippers completely personalized for free and before anybody else.

The website became the platform to engage and activate clients to personalize the iDSlippers like if they were a pair of NIKE shoes. Clients could create their own pair of SLIPPERS, choosing the material, the color, and also the accessories: badges, shields and even write their names.



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

The main idea of this project lies in the CREATION OF A REAL PRODUCT: IDSLIPPERS and it works like:



A PRODUCT ITSELF AND THE TRANSMISSION of the key messages (winter lover, comfort, personalized service (id), etc...).



A PURCHASE INCENTIVE (1st order of the winter = ID Slippers for free).



This way, the ID Slippers became ANOTHER PRODUCT in the range of CEPSA heating products.



Combining these characteristics, CEPSA got their products to be recognized as welfare and at the same time as an innovative icon.



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

• Sales increase (first order) 2010/2009: 22%



• Web visits, 215% of the objective



• Slippers created by the users and delivered: 176% of the objective