Government Of Navarre: WE WANT TO TURN THINGS AROUND

Credits & Description:

Advertiser: GOVERNMENT OF NAVARRE
Agency: GAP'S
Category: Best Use of Screens
Advertising campaign: WE WANT TO TURN THINGS AROUND
General Creative Director: Rafael Rodriguez Galobart (Gap´s)
Creative Director: Juan Antuñano (Gap´s)
Account Manager: Tamara Ros (Gap´s)
Account Manager: Maria Egaña (Gap´s)
Account Manager: Sonia Ledesma (Gap´s)

Strategy
"We want to turn things around" emerges from of the air of pessimism that shrouds us and the relentless bombardment of negative news.The aim is to communicate the launching of a significant packet of economic measures, and the need for a change in attitude that involves society.We do not want citizens to restrict themselves to simply receiving the message, we want them to feel it, to feel a fundamental part of this process of change.The Target Public is society in general, so the campaign was carried out in the main communication media. The insight was to create a loudspeaker of the efforts and initiatives of society to overcome the crisis, fostering in this way positive thinking and a change in attitude. It was therefore very important for the client, who perceived a change in attitude in society, and for the target public, who immediately identified with the campaign participating according to their means.

Effectiveness
The institutional logotype was replaced with that of each company or shop; the campaign now belonged to the public. Hundreds of companies and thousands of businesses joined the movement.The action had great impact and repercussion in the media (Social Networks, radio, press, TV and Internet: 460,000 visits in 24 hours and in society at large. So, on a restricted budget, we achieved repercussions with no cost, valued at €615,000, we created a social current and a change in attitude. It is possible to turn things around....

Execution
The concept used is “We want to turn things around”.We carried out a comprehensive campaign which would not have been possible without the cooperation of the media. We turned around the front page of the Diario de Noticias as well as the section on the economy. The newspaper joined the initiative offering free advertising space to those publishing job offers.We also turned around the back page of the Diario de Navarra and no charge was made for the action.On line editions of the newspapers were also turned around as well as the introduction to news and chat programmes on TV channels.