Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: EL CORTE INGLÉS
Product/Service: EL CORTE INGLÉS
Media Agency: MPG, Madrid, Madrid, Madrid, SPAIN, SPAIN, SPAIN
Media Agency: MEDIA CONTACTS, Madrid, Madrid, Madrid, SPAIN, SPAIN, SPAIN
Media Agency: archibald ingall stretton..., Madrid, Madrid, Madrid, SPAIN, SPAIN, SPAIN
Chief Creative Officer: Enric Nel-Lo (Archibald Ingall Stretton)
Executive Creative Director: José Antonio Nogales (Archibald Ingall Stretton)
Executive Account Director: Isabel San Segundo (Archibald Ingall Stretton)
Account Director: Carmen Alcalde (Mpg-Media Contacts)
Art Director: Angela Parra (Archibald Ingall Stretton)
Art Director: Cristina Valle (Archibald Ingall Stretton)
Account Executive: Elsa Rubio (Archibald Ingall Stretton)
Producer: Felipe Yagüe (Sopa De Toro)
Producer: Miguel Martí (Sopa De Toro)
Media placement: Tv - Antena 3 - 9 December 2011
Media placement: Online - App. Facebook, Microsite, Branded - 9 December 2011
Media placement: PR Event - PR Event - 17 December 2011
Insights, Strategy & the Idea
El Corte Inglés, Spain’s leading department store chain tasked us with the development of a Christmas action targeted at consolidating and building on the brand’s positioning of close proximity to its clients, even in times of crisis.
OBJECTIVE: Reinforce the positioning of a family-oriented and approachable brand that cares for the well-being of families, way beyond other brands promises conveyed at this time of year. Convey optimism and happiness within the context of a social and economic crisis in Spain. Take the brand’s “Regala Navidad (Give the gift of Christmas)” beyond a strictly material interpretation. IDEA Christmas is all about family. Is there any better gift than reuniting with your family at this time of year? Of course not. Because being reunited with your loved ones is without a doubt, the Best Gift in the World. We tasked ourselves with the job of reuniting a large family that had never managed to get all of its members together at Christmas time. This would be our gift to them.
Creative Execution
By combining social media and traditional media we launched an invitation for families to take part. In less than 1 week we had over 7,000 family requests. And that’s how we got to know the full story of the Echanove-Pasquín family. This family had over 117 members scattered across several countries and to date had never celebrated Christmas together as a family. On Christmas Eve, for the first time, we reunited all of the family members who, at last, could celebrate their first Christmas together as a family. Branded content post- action. With the material obtained during the Echanove-Pasquín family reunion an emotionally-charged documentary film was produced and broadcast on the eve of Three Kings Day (a traditional family occasion in Spain) on television, mobile phone and online.
Results and Effectiveness
In just 6 days, over 7,000 families presented their candidacies to become the chosen family for the campaign. The Echanove-Pasquín family reunion toast was broadcast during prime time, before and after the traditional King’s Christmas Speech broadcast. The action generated immediate media buzz in the country’s primary media channels, including newscasts. Impacts: Over 13 million people saw the campaign, with advertising awareness increasing 11.6% vs previous campaign. Effective advertising recall rose by up to 300% The campaign achieved over 210 million impacts.