ISLAZUL Ambient, Promo SIESTA CHAMPIONSHIP by MORE MEDIA

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SIESTA CHAMPIONSHIP

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Ambient, Promo & PR
Market Spain
Agency MORE MEDIA
Creative Director Eduardo Reolid Ruiz
Creative David Blanco De Rojas
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ISLAZUL
Product/Service: SHOPPING CENTER
Agency: MORE MEDIA
Date of First Appearance: Oct 14 2010
Entrant Company: MORE MEDIA, Santander, SPAIN
Entry URL: http://www.campeonato-de-siesta.com/home.php
Creative Director: Eduardo Reolid Ruiz (More Media)
Executive Director: Roberto Sáez (More Media)
Planner: Alvaro Vidal (More Media)
Creative: David Blanco de Rojas (More Media)
Media placement: TV Campaing - Tele Madrid - October 1st
Media placement: Web Site - Internet - August 17th
Media placement: Viral Video - Internet - October 1st
Media placement: Social Networking Profiles - Internet - August 17th
Media placement: Print - Marca - October 1st
Media placement: Bus - Shoping Mall Catchment Area - October 1st

Describe the objective of the promotion.
Siesta Championship:

The main objective is to attract as many people as possible to the shopping center Islazul and turn them into clients,
during the championship and after.

Rewarding customers loyalty and creating a good impression on the new ones.
Persuade everyone to visit restaurants, and shops.
Encourage them to talk to their friends and relatives about the shopping mall, and the good time they had there.

Differentiate the shopping experience here and relate it with rest and relaxation.
Turn it into their best option for their spare time. We want them to come again.

Describe how the promotion developed from concept to implementation.
Original idea: one day only, as many participants as possible.

Problems: not enough space, too crowded. Missing people that couldn't come on the day.

So we adapted it to 9 days and 8 hours a day competition, including 2 weekends.

10 days before, we organized an exposition with the first 100 participant's photos of our website photo siesta contest.
Only for coming to see their photos would they get a t-shirt (250 units given).

When the championship started:
More than 300 people participated.
Half of them made their reservations via internet (day and time to participate).

Explain why the method of promotion was most relevant to the product or service.
Most big shopping centers have a similar offer.
An event can make the difference: originality, all age friendly, easy to win.

Advertising on TV, press, internet or a double-decker bus is better.

If every media outlet talks about it, you want to go see it. We are inviting you to join us.

You'll get: Free lunch in our restaurants. 16 prizes a day (11000 euros in prizes to spend in our shops).
Also: your photo on the website, and a t-shirt that glows in the dark.

We've differentiated your shopping experience from the rest.
You'll talk about it and come back next time.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Customers:

Traffic flow raised 12.5%.
The website received more than 65,000 visits.
More than 1,500 friends on social networking.
More than 1,150 fans.
More than 1,000 video reproductions talking about the championship.

Client:
The championship appeared in more than 300 media outlets in 43 different countries.

Publicity impact estimation was valued in Spain at 1.6 million euros and the total impact worldwide was more than 4.2 million euros.