Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FNAC ESPAÑA
Product/Service: FNAC
Media Agency: ARENA MEDIA COMMUNICATIONS ESPAÑA, Madrid, SPAIN
Directora General Oficina Arena Madrid: Ester García Cosín (Arena Media)
Directora Servicios Al Cliente: Sonia Artigas (Arena Media)
Director Planificación Estratégica: Alfonso González (Arena Media)
Director De Estrategia Y Creatividad Digital: Mario Sánchez Del Real (Arena Media)
Head Of Digital Arena Quantum: Jorge Villabona (Arena Media)
Friki De La Fnac Callao: Miguel Ángel (Arena Media)
Director General Fnac España: Enrique Martínez (Fnac España)
Directora De Márketing: María Olías (Fnac España)
Responsable On-Line: Guillermo Hernández (Fnac España)
Responsable Publicidad: Laura Buenaposada (Fnac España)
Media placement: Internet - Website - Www.yovivoenfnac.es - 26 Abril 2011
Media placement: Internet - YouTube - 26 Abril 2011
Media placement: Social Media - Facebook - 26 Abril 2011
Media placement: Social Media - Blog - 26 Abril 2011
Media placement: Social Media - Banner Fnac.es - 26 Abril 2011
Media placement: Social Media - Twitter - 26 Abril 2011
Insights, Strategy & the Idea
FNAC is the European retail leader of culture products. In Spain, the massive download of P2P files have reduced FNAC sales and forced the store to refocus its business with technology products.
Our challenge was to drive traffic to the Callao flagship store in Madrid, creating online buzz and PR enhancing the FNAC’s unique shopping experience declared by our cardholder members: “you could spend all your savings and your lifetime in the store and not get bored.” That's exactly what we set out to do: the opportunity to stay and live there -if not a lifetime- at least for 10 days.
The launch coincided on the same date (May 15th) that thousands of young people chose to camp in Puerta del Sol as a protest against crisis. The Callao store is just 100 meters from the square....the media-sphere collapse, news, traffic chaos…
Creative Execution
We searched for the FNAC geek (a superfan that wanted to live there for 10 days because they loved it so much) through www.fnac.es. and via e-mailings. They sent us a video pleading why they deserved to live in the FNAC store.
The opportunity was announced through: the store, website, customer database, mailings, posters, calendars, newsletters and FNAC’s own employees.
Once Miguel – the winner – was chosen, he bought, shared and experienced everything that happens throughout the store. His day-to-day was shown via streaming video on FNAC’s website, his own blog, YouTube, tweets of each new discovery and conversations and fan FAQ’s through Facebook.
Miguel had a top-list of favourite products marked at point-of-sale. He involved passer-buyers by asking for their passions and revealing next “must have” items.
Spanish and international media echoed; Miguel appeared in papers and TV, generating additional online buzz.
Results and Effectiveness
With €102,000:
• During the month of May, store visits increased +5%, store sales grew 4%. vs 2010. All this while retailers in Puerta del Sol reportedly lost €30m.
• + 13% card holders vs May 2010
• Casting was followed by 25,650 visitors, 5,000 participants
• www.yovivoenfnac.es: + 255,000 visits. Average time 5 mins
• 12,700 hours of broadcast video content streaming. 25,000 views on YouTube
• FNAC Spain + 21,000 fans on Facebook
• 712 new followers on Twitter
• Media impact €265,462 (ROI +260%)
• Followed from 106 countries