Mindshare: ACCURATE RADIO COMERCIAL

Credits & Description:

Category: Best Consumer Engagement

Advertiser: MINDSHARE

Product/Service: MEDIA MANAGEMENT

Agency: OGILVY SPAIN/BASSAT OGILVY

Executive Creative Director: Camil Roca (Bassat Ogilvy & Mather)

Creative Director: Nacho Magro (Bassat Ogilvy & Mather)

Creative Director: Francesc Talamino (Bassat Ogilvy & Mather)

Copywriter: German Milanesi (Bassat Ogilvy & Mather)

Copywriter: Pablo Tamburini (Bassat Ogilvy & Mather)

Produccer: Tomas Pagés Balonga (Bassat Ogilvy & Mather)

Media placement: Radio - Radio Nacional 4 - 27/04/2012

Media placement: Radio - Cannes Judging Process. - Week Between 17-23 June 2012



Insights, Strategy & the Idea

We wanted to demonstrate that Mindshare is a company that manages media in an effective as well as creative way. How? Introducing our message in the Cannes festival so the first ones to hear it would be the creatives of the radio jury. If the radio commercial works it would be heard by the rest of the creatives and advertisers of the Festival.



Creative Execution

We use the judging process as a broadcasting platform for our radio commercial. Why? Because juries and creatives care about creativity and the optimisation of the media and in this radio commercial we’ve accomplished both things.



By the way, in order to meet the requirements of the competition we broadcasted it on the 27th of April in an radio show about advertising on the Spanish Nacional radio. This way we will be accurate and creative apart from legal.



Results and Effectiveness

100% effectiveness. We have reach to all of our target. The Cannes Radio & Media Jury.