Fox International Channels: THE BLOODIEST WAR EVER

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign

Advertiser: FOX INTERNATIONAL

Product/Service: TV CHANNELS

Agency: BUNGALOW 25

Date of First Appearance: Aug 25 2010

Entrant Company: BUNGALOW 25, Madrid, SPAIN

Executive Creative Director: Pablo Pérez-Solero (Bungalow25)

Executive Creative Director: Julio Gálvez (Bungalow25)

Creative Director: Iñigo Ancizu (Bungalow25)

Creative Director: Javier Gómez (Bungalow25)

Copywriter: Lucía Bara (Bungalow25)

Art Director: Guillermo Frank Cotanda (Bungalow25)

Account Director: Marta Larrauri (Bungalow25)

Account Supervisor: Cristina Montero (Bungalow25)

Account Executive: Zulema Blasco (Bungalow25)

Account Executive: Raquel López (Bungalow25)

Media placement: Outdoor - Buñol Streets - 25 August 2010



Describe the objective of the promotion.

Fox Crime wanted an action that supported the bond of the channel to crime in a really smart way, using a high dose of irony and a transgressor tone.

The aim of this campaign was to have a great media impact on TV and buzz, with the minimum inversion.

Fox Crime is a TV channel related to crime, investigation, action and thriller. The kind of content and fiction where there is an obvious common factor: blood. And, as everyone knows, that blood in the series and movies that make our audiences enjoy the show that much, is nothing but tomato sauce.



Describe how the promotion developed from concept to implementation.

That’s why we thought it could be really interesting for Fox Crime to sponsor one of the most successful Spanish traditional holidays inside and outside our country: The Tomatina of Buñol (Valencia). A real pitched battle where around 45,000 people throw more than 120 tons of tomato at each other. The Tomatina is such an experience for anyone involved. There are thousands of people every year who travel from other cities in Spain, or even from abroad, who, thanks to this year’s sponsor, where able to enjoy it live and on TV, letting Fox Crime be part of this experience.



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

We put billboards along the streets where the battle took place to let everybody know the sponsoring of Fox Crime. Helmets, t-shirts and water-guns filled up with tomato sauce were given out and, the huge trucks that brought tomatoes to the village, were also dressed for the event with our message and colours of the channel.

For the first time, the Tomatina had a sponsor who was really into the celebration and made 45,000 people turn their skin colour into “blood” from head to toe.



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

750,000€ worth of TV campaign: 24 showings (62 minutes) with more than 18 million audience impacts and more than 3,000 posts and coverage/awareness in national media.