La Sirena: Dynamic Overlays

Credits:

Type of Entry: Use of Media
Category: Best Use of Television
Title: DYNAMIC OVERLAYS
Advertiser/Client: LA SIRENA
Product/Service: DEPARTMENT STORES
Entrant Company: PAGES BBDO Santo Domingo, DOMINICAN REPUBLIC
Advertising Agency: PAGES BBDO Santo Domingo, DOMINICAN REPUBLIC
Media Agency: OMD DOMINICANA Santo Domingo, DOMINICAN REPUBLIC
Creative Credits
Name Company Position
Rodolfo Borrell Pagés BBDO Vp General Creative Director
Dilia Luna Pagés BBDO Creative Director
Claudia Rodriguez Pagés BBDO Copywriter
Scarly Bidó Pagés BBDO Art Director
Sandra Cividanes Pagés BBDO Accounts Director
Belkis De La Cruz OMD Dominicana Media Planning Director
Jenny Mella Pagés BBDO Accounts Executive
Details
Results and Effectiveness:
More than 200 banners were made with a range that reached the national spectrum receiving a lot of free press. In the ranking of most admired companies compiled in 2008, La Sirena rose with a 50.9%. Another study showed the buying preference and it’s rise to 42.5% and a closing year with a SOV of 76%.
Creative Execution:
A superimposed banner that reacted through funny messages within the context of the actions and the article that was being promoted. Using a unique media negotiation with the channels that broadcasted the 5 top rated soap operas we were able to insert a breakthrough way of announcing the week’s offers: a superimposed banner. A week prior to the air date all the soap opera’s episodes were evaluated and studied, looking for articles that looked like the ones in the offer for the upcoming week. During the broadcast, at any given moment the banners reacted through funny messages within the context of the actions and the article that was being promoted.
Insights, Strategy and the Idea:
The objective was to communicate the weekly specials through TV in the midst of a financial crisis that had commerce maximizing their budgets while cutting down on expenses. This stirred a retail advertising war that ended up creating a huge amount of bumper commercials that were boring and monotonous. The target audience was housewives, stay-home mothers and any other character that had the power to choose which household items were getting purchased. We knew we had to find a more entertaining and interesting way of communicating the products in a more relevant way. The client advertised the articles in its inventory and the target audience got the information with an emotional twist. While some overlays were completely rational others had a hint of humor that stuck with the target audience in a moment of complete attention.