Club De Creativos: STOLEN BOOKS

Credits & Description:

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign

Advertiser: CLUB DE CREATIVOS

Product/Service: DIRECTORS CLUB

Agency: RUIZ NICOLI LINEAS

Date of First Appearance: Apr 1 2009 12:00AM

Entrant Company: RUIZ NICOLI LINEAS, Madrid, SPAIN

Executive Creative Director: Breno Cotta (Ruiz Nicoli Líneas)

Copywriter: Breno Cotta (Ruiz Nicoli Líneas)

Copywriter: Leandro Yanco (Ruiz Nicoli Líneas)

Copywriter: Javier Echevarría (Ruiz Nicoli Líneas)

Art Director: Javier Gómez (Ruiz Nicoli Líneas)

Typographer: Hector Losa (Ruiz Nicoli Líneas)

Photography: (The Unknown Artist)

Art Buyer: Marianna Bogliaccini (Ruiz Nicoli Líneas)

Artworks: Carolina Gutiérrez (Ruiz Nicoli Líneas)

Agency Producer: Miriam Gamo (Ruiz Nicoli Líneas)

Media placement: Outdoor - Posters - 1.04.2009



Describe the objective of the promotion.

The first goal was to sell our 10th advertising annual in times of crisis. The second goal was to fill our school's bookshelves with other advertising books for our students.



Describe how the promotion developed from concept to implementation

We had to promote our annuals in an innovative manner. Offering 25% discount to all of those who return stolen advertising book. Even if the ones who stole the books are Spain's most famous creative directors.



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

More than 15.000 views of the main target in one week, we caught the attention of the mainstream media, we were featured in the most viewed advertising programmes, achieving a huge exposure on advertising magazines websites press. More than 600 annuals sold. 52,000 EUROS in sales and full bookshelves loaded with returned books.



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

We launched a campaign, in which these advertising gurus confessed they had stolen annuals from their previous agencies, promoting other creatives and professionals to do the same.