Category: Entertainment & Leisure
Advertiser: KINGDOM OF NAVARRE
Product/Service: TOURISM CAMPAIGN
Agency: GAP'S
General Creative Director: Rafael Rodriguez Galobart (GAP'S)
Creative Director: Juan Antuñano (GAP'S)
Account Manager: Tamara Ros (GAP'S)
Account Manager: Sonia Ledesma (GAP'S)
Account Manager: María Egaña (GAP'S)
Account Executive: Cecilia Carrasco (GAP'S)
Account Executive: Patricia Lázaro (GAP'S)
Writer: Ane Izaola (GAP'S)
Media placement: promotional marketing - promotional marketing - 30-06-2011
Describe the objective of the promotion.
A different way of inviting opinion leaders to get to know Navarra. We encourage them to place their life-sized twin at their work place and get away to enjoy a weekend in Navarra, where they have been invited.
Describe how the promotion developed from concept to implementation.
Promote Navarra - Reach a large audience with a tiny budget.
A different way of inviting opinion leaders to get to know Navarra. We encouraged them to place their life-sized twin at their work place and get away to enjoy a weekend in Navarra, where they have been invited.
Explain why the method of promotion was most relevant to the product or service.
The opinion-leaders highlighted the originality of the idea and were thrilled with the gift. The editorial department of the programmes made jokes about the 'clones' and the presenters themselves commented on the action in their programmes and sent us photos as a reminder. Maria Teresa Campos began and concluded her programme 'Que tiempo tan feliz' (What a happy time) with her 'clone' referring to the campaign on more than one occasion.
The 22 presenters chosen to receive the boxes are leaders of large audience programmes throughout the country and belong to different television channels and radio stations. A wide range of presenters, of news programmes, contests and magazine programmes, were chosen.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The opinion-leaders highlighted the originality of the idea and were thrilled with the gift. The editorial department of the programmes made jokes about the 'clones' and the presenters themselves commented on the action in their programmes and sent us photos as a reminder. Maria Teresa Campos commences and concludes her programme 'Que tiempo tan feliz' (What a happy time) with her 'clone' referring to the campaign on more than one occasion.
Similarly, the campaign had a significant impact on the media (press, radio, TV, Internet) and has been much commented-on on social networks even by the protagonists themselves, the presenters, bringing our campaign to more than 3m spectators.