Atrapalo.com: "The Hung" Ambient Advert by Mpg, Barcelona

Type Of Entry: Product and Service
Category: Travel, Entertainment & Leisure
Title: THE HUNG
Advertiser/Client: ATRAPALO.COM
Product/Service: TRAVEL WEBSITE
Advertising Agency, City: MPG, Barcelona
Country: SPAIN
Media/Advertising Agency, City: MPG, Barcelona
Country: SPAIN
2nd Media/Advertising Agency, City: DOUBLEYOU, Barcelona
Country: SPAIN
Credit Details:
Name
Position
Company
Ferran Cros
Account Director
MPG
Rafa Cantу
Chief Media Planner
MPG
Yolanda Ten Funtanet
Special Media Director
MPG
Lorena Mana
Special Media Executive
MPG
Leticia Garcнa Ventosa
SVP Global Catalyst
Havas Media
Daniel Solana
DoubleYou
Emma Pueyo
DoubleYou
Blanca Piera
DoubleYou
Luнs Gaitбn
DoubleYou
Xavi Caparrуs
DoubleYou
Jordi Pont
DoubleYou
Innovative Media Strategy: Atrapalo.com is the Spanish travel site with attitude. They needed to increase awareness, become synonymous with amazing travel deals, drive qualified traffic and build excitement. Most competitive travel sites concentrate their messaging on cost and utility. Atrapalo.com concentrates on the experience by tapping into the excitement of planning a holiday. It engages their web visitors with a competition to get the best offer. Atrapalo wanted to continue making low cost travel search an entertainment shared event, seizing this opportunity to demonstrate their very unique brand personality and make it top of mind.
Creative Execution:We propelled an interactive game and its lovable lead character - el Colgao (EC) - to stardom with a non-conventional "first TV contest that does not occur on TV". No spots No conventional ads 100% innovative content We integrated the contest within content of multiple targeted media properties - key talk shows, websites and viral video outlets We also ran one-minute programmes in primetime TV to explain the contest, create a connection to (and compassion for) El Colgao and drive players to the site to set him free.
Target Audience: We created excitement in unconventional ways: EC appeared as a member of talk show studio audiences. EC's "ransom-style" notes were read on air by famous TV personalities (each wearing 3D el Colgao's solidarity pins). Mini EC surprised viewers by popping on the screen mid-show with game updates. Programme listings appeared as content in national/regional TV listings. "El colgao" was set free and the winner was revealed on a seven minute primetime special.
Effectiveness: Awareness increased by 84%. 90,000 unique player visits. 230,000 games played over three weeks. 1.3 million watched the finals. Atrapalo became the most visited. travel site and secured a #1 ranking. El Colgao was set free…Gracias.