Gol Ambient FATHER´S DAY by Y&R Madrid

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FATHER´S DAY

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Industry TV Channels/Radio Stations and Programmes
Media Ambient
Market Spain
Agency Y&R Madrid
Creative Director Adrian Rios
Art Director Emi Bertola, Lucy Vivas
Copywriter Juan Cenoz, Cova Diaz
Account Supervisor Clara Escarlata Ojeda
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Small Scale Special Solutions Bronze

Credits & Description

Type of entry: Ambient
Category: Small Scale Special Solutions
Advertiser: GOL TELEVISION
Product/Service: CHANNEL FOOTBALL
Agency: TAPSA/Y&R Madrid, SPAIN
Chief Creative Officer: Martín Ostiglia
Creative Director: Adrián Rios
Copywriter: Juan Cenoz/Cova Diaz
Art Director: Emi Bertola/Lucy Vivas
Account Supervisor: Clara Escarlata Ojeda
Advertiser's Supervisor: Ignacio Arrola
Implementation
We invented BABYGOL THERAPY; a baby pillow that plays your favourite football team’s song in an exclusive lullaby musical arrangement, penetrating deep into your baby’s subconscious as they sleep… never to leave them for the rest of their life.A micro site was developed, in which subscriber members could order their very own BABYGOL THERAPY kit. Winners got to choose an exclusive baby pillow with their favourite football team song on it.
Client Brief Or Objective
Gol Televisión, Spain's most important TV channel dedicated exclusively to football, wanted to roll out a loyalty promotion to celebrate Father's Day with its subscriber members.The strategy needed to combine fatherhood with football (obviously). We therefore set out to create the dream gift for any football-mad Dad; an invention that would forever put to sleep Dad’s worst nightmare; his kid supporting another football team!
Outcome
- What started as a promo campaign became the first merchandising initiative of the brand.- We notched up €1 million in earned media awareness. - FC Barcelona were so keen about the idea that they acquired the publishing rights to the lullaby.- Our loyalty campaign became a lead generation campaign, with over 5,000 new subscriptions during the campaign’s airing period.- We received three times more subscription requests than expected.- 90% of the baby cushions were already allocated in just 72 hours.- We achieved our membership loyalty objective, with no membership subscription cancellations during March.
Execution
The campaign provided a creative solution to 2 key challenges: 1) offer a 'different' gift on Father's Day and 2) solve one of the biggest fallbacks to being a football-mad Dad; finding out that your kid has become a supporter of another team!This campaign successfully builds on Gol Television’s brand essence as a TV channel which is dedicated exclusively to football. It was a big hit and what started out as a Gol Televisión promo quickly became the must-have Father's Day gift.