La Prensa Grafica: WRAPPING ADS

Credits & Description:

Category: Best Use of Newspapers

Advertiser: GRUPO DUTRIZ

Product/Service: LA PRENSA GRAFICA NEWSPAPER

Agency: APEX BBDO

Date of First Appearance: Dec 7 2009 12:00AM

Entrant Company: APEX BBDO, San Salvador, EL SALVADOR

Creative Director: Salvador Martínez (Apex BBDO)

Account Executive: Marta García (Apex BBDO)

Marketing Director: Alex Monterrosa (La Prensa Gráfica)

Marketing Manager: Marcela Molina (La Prensa Gráfica)

Marketing Chief: Sandra Peña (La Prensa Gráfica)

Media placement: Newspaper - Newspaper - 07 12 2009



Results and Effectiveness

It was such a success that each day the newspaper came out with gift wrapping paper ads, the circulation increased between 10 and 15 percent.
The gift wrapping papers ads were a big success that will be replicated for the important days of the year such as valentine’s day, mother’s day and others.



Creative Execution

We turned our Christmas ads into wrapping paper for Christmas gifts, which was how we helped our users skip gift-packing queues.



Insights, Strategy & the Idea

Wrapping Ads Newspapers are full of offers on Christmas season and instead of doing another Christmas campaign we saw the opportunity to give something useful to our readers using our own resource.