Campofrio: FOUR SENSES

Credits & Description:

Category: Corporate Image & Information

Advertiser: CAMPOFRIO

Product/Service: NATURISSIMOS HAM

Agency: McCANN ERICKSON

Date of First Appearance: Sep 27 2010

Entrant Company: McCANN ERICKSON, Madrid, SPAIN

Entry URL: http://www.interachtung.com/4sentidos

Chief Creative Officer: Leandro Raposo (McCann Erickson)

Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson)

Copywriter: Aldo Antonietti/Leandro Raposo/Monica Moro (McCann Erickson)

Art Director: Raquel Martinez (McCann Erickson)

Agency Producer: Josep Roure/Jose Javier Jimenez (McCann Erickson)

Account Team: Jesus Martinez Soria/Nuria Rosello/Jesus Vazquez (McCann Erickson)

Director: Rebeca Diaz

Media placement: Internet - Microsite, Facebook, Twitter - 27 October 2011

Media placement: Tv/cinema - Major Cinemas, Cnn, Cuatro, Tve - 27 October 2011

Media placement: Press - El Correo, Diario Vasco, El Norte De Castilla - 27 October 2011



Insights, Strategy & the Idea

Communication objectives

- To build brand awareness to reach 79%, its historic peak.

- To confirm the brand as a leader, improving results in the attribute: “It’s a brand with healthy, natural products”.



Creative Execution

One of the solutions on the communication level was to introduce landmark changes in the brand’s codes, stepping beyond towards a more friendly, empathetic communication, seeking an emotional connection with consumers.

The objective was a communication that hooked viewers (consumers and non-consumers) and that turned CAMPOFRĺO into one of theirs, a brand they could relate to.

That led us, for example, to innovate too in the forms, being pioneers in audio guides of short films on the Internet, to make them accessible to the visually impaired.



Results and Effectiveness

We met the initial campaign objectives:

1. To increase sales in the total category.

2. To increase market share in the sliced cooked ham category.

3. To build brand awareness to reach 79%, its historic peak.

4. To confirm the brand as a leader, improving results in the attribute: “It’s a brand with healthy, natural products”. CAMPOFRĺO is confirmed as a leader, improving its image attribute “it’s a brand you can’t go wrong with” with 67% of mentions.

5. To get our spot to reach beyond the barrier of mere advertising to become a social event.