Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: TERRA NOTICIAS - INTERNET PORTAL
Agency: DDB ESPAÑA
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: DDB ESPAÑA , Barcelona, SPAIN
Entry URL: http://www.itsonlyworkbutilikeit.com/ovnigallego/eng/
Executive Creative Director: José Gamo (DDB Madrid)
Creative Director: Pepa Rojo (DDB Madrid)
Online Creative Director: Sebastián Méndez (DDB Madrid)
Online Creative Supervisor: Chuwi García (DDB Madrid)
Business Director: Paloma Tomé (DDB Madrid)
Accounts Director: Maria Mayor (DDB Madrid)
Accounts Executive: José María López (DDB Madrid)
Director of TV Production: Enrique Feijoo (DDB Madrid)
Executive Producer: Luis Manso (Pendelton -Production Co.)
Post Production: Frank Borton (Frank Borton)
Digital Development Director: Jorge Villabona Vallejo (Arena Media Communications)
Social Media Manager: Luis Moreno Orti (Arena Media Communications)
Social Media Planner: Guillermo Martín Casado (Arena Media Communications)
Media placement: Streaming Video - Videos In YouTube - Week 1, October 2009
Media placement: Channels And Social Networks - Vimeo, Facebook, Twitter, Etc. - Weed 1, October 2009
Media placement: PR - Online Media And Blogs. - Week 1, October 2009
Media placement: News Video - Terra Noticias, Web Portal. - Week 2, October 2009
Media placement: Press Release - On-And Off-Line Media. - Week 3, October 2009
Describe the brief/objective of the direct campaign.
Terra (Earth in Latin) Noticias, an Internet portal, needs to generate more visits for its recently unveiled News channel.
This is quite a challenge when audiences visit the various on-line newspaper headlines directly, without considering portals.
How can we attract them?
By having a great exclusive and reporting it ahead of all the other news media.
And for this, we need the most important news exclusive in history.
We are not alone in the universe. They have come to visit us.
Explain why the creative execution was relevant to the product or service.
It was crucial to build a story that seemed real news, and for which information would come in small pieces.
Credibility is obtained by scattering Easter eggs throughout Youtube, blogs, and other channels, where videos of the supposed UFO sightings appeared. When the news would come to light in our site, all these videos could be found throughout the Internet giving trustworthiness to the story.
TV newscasts and the press covered the news, significantly contributing to the success. However, only Terra Noticias had all the information.
What media has never dreamed of controlling a story that everyone wants?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
October, week 1:
Videos of UFO sightings in Galicia (north-west Spain) are uploaded to streaming video channels and social networks. Repercussion in regional radio and press. Terra, on top of the news.
October, week 2:
Terra broadcasts Spanish fighter planes chasing UFOs. Fishermen witness the scene and send a video to Terra. Another video reveals the low-level flight of two fighter planes.
Wide national and international repercussion.
October, week 3:
Terra discovers new videos showing capsules launched by UFOs before crashing into the sea. The campaign concludes, revealing a tribute to The War of the Worlds by Orson Welles.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• The videos had over 3,500,000 views in the first week.
• On YouTube, the main video was the most viewed in the World and the most commented on and voted for in Spain.
• Although it was targeted to Spain, the video was viewed in every continent.
• 43,600 blog posts and wide national and international media coverage.
• The video had more than 300 spontaneous copies (spoofs).
• Searches for the word UFO multiplied by 3 throughout the World (Google trends).
• Terra Noticias received 3,705,583 new visits to the channel, multiplying its audience by 30.
The Direct marketing titled THE GALICIAN UFO was done by DDB Espana advertising agency for product: TERRA NOTICIAS - INTERNET PORTAL (brand: Terra) in Spain. It was released in the Oct 2009.