Schweppes Case study LA CASERA: ONE HECK OF AN INVENTION by Grey Madrid

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LA CASERA: ONE HECK OF AN INVENTION

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Industry Soft Drinks
Media Case study
Market Spain
Agency Grey Madrid
Director Javier Fesser
Executive Creative Director Javier Garcia Monserrat
Art Director Jesús Martínez Aniceto
Copywriter Nacho Hernández
Producer Juan Torres, Luis Manso
Account Supervisor Marta Bretón
Released September 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: ORANGINA SCHWEPPES ESPAÑA
Product/Service: GASEOSA SOFT DRINK
Agency: GREY GROUP SPAIN
Date of First Appearance: May 4 2010
Entry URL: http://www.pedazoinventolacasera.es
Executive Creative Director: Javier García Monserrat (Grey)
Art Director: Jesús Martínez Aniceto (Grey)
Copywriter: Nacho Hernández (Grey)
Strategy Planner Director: Ramón Ollé (Grey)
Planner: Víctor Gutiérrez de Tena (Grey)
Account Director: Lucía Gómez-Hortigüela (Grey)
Account Supervisor: Marta Bretón (Grey)
Production Director: Carmen Orbe Solano (Grey)
Producer: Juan Torres (Grey)
Production Company: (Películas Pendleton)
Director: Javier Fesser
Producer: Luis Manso
Post-production - Editing Company / Animation: (Molinare)
Music: Rafa Arnau (Jingle Box)
Sound Studio: (Filmigranas)
Grey Group General Manager: José Antonio González Mediavilla (Grey)
General Manager: Roberto Sánchez Simón (Grey)
Marketing Director: Pablo Córdoba Najera (Orangina Schweppes España)
Digital General Manager: Alfonso Aznar (Grey)
Digital Executive Creative Director: Guillermo Castilla (Grey)
Media placement: TV - TELECINCO, A3, NEOX, NOVA, VEO7 - 4th Of May 2010
Media placement: Bus Shelter Wraps - Madrid - 4th - 10th Of May 2010
Media placement: Ads On The Sides Of Buildings - Madrid - 31st May To 27th June 2010
Media placement: Building Wraps - Málaga / Granada / Seville - 31st May To 27th June 2010
Media placement: Tram - Seville - 3rd To 16th May 2010
Media placement: Buses - Madrid, Málaga, Oviedo & Cádiz - 3rd To 16th May 2010
Media placement: Lorries - All Over Spain - From 23rd Of June 2010
Media placement: 6-Sheets - Madrid / Andalucía - 4th - 10th Of May 2010

Describe the campaign/entry
La Casera is the most famous fizzy drink in Spain.
From 1949 on, all of Spain had La Casera with lunch, and the brand became a national icon. But in the 90s, sales fell. Generic brands and modern soft drinks entered the market. Suddenly La Casera was for old folks.
What we realized, though, is that La Casera reflects the optimism and naturalness of the Spanish people – old, young and in-between. All we needed was a communication platform that was equally representative of Spanish society.
Introducing “13, Rue del Percebe”: Spain’s most famous comic. Since 1961, this block of flats has housed the entire cross-section of Spanish society: a concierge, a shopkeeper, lodgers at a boarding house, a veterinarian, a mad scientist and his son, a widow, a divorcée and her wild triplets, a thief and his wife, and – on the roof – a deadbeat debtor.
These are the perfect spokespeople for our messages: genuineness, refreshment, flavours, formats, mealtimes, 0 calories, etc…

Describe how the campaign/entry was launched across each channel in the order of implementation
TV: The landmark union of La Casera and “13, Rue del Percebe” was announced in a cinema trailer and a 90-second TV premiere that kicked off the campaign. After that came sixteen commercials of 20 and 30 seconds in length. (All directed by award-winning Spanish director Javier Fesser.)

Digital: Launch trailer announcing the broadcast date.

“PedazoInventoLaCasera.es” website.

“Apercebate” application that let users turn their photo into a character from the comic and upload it to their facebook profile.

YouTube channel with more than 200,000 views.

PR: The campaign launch was also announced in a press conference given by Javier Fesser (Movie Director), Francisco Ibañez (Creator of the Comic) and Javier García Monserrat (Creative Director).

Outdoor: trams, buses, building wraps, bus shelters, 6-sheets.

Trade: Point-of-sale, promotions, hostess activities, photocall with characters from the comic.

HoReCa: tablecloths, menus, sidewalk menu boards, coasters, napkin-holders.

Give some idea of how successful this campaign/entry was with both client and consumer
La Casera sales and brand awareness had been steadily declining for 20 years, primarily due to the entry of generic brands onto the Spanish market. However, thanks to its new campaign, La Casera was able to check falling sales and boost brand awareness.
In fact, a post-campaign study carried out by MillwardBrown showed that the brand’s health had greatly improved in the areas of brand awareness, ad awareness, consideration, conversion and brand loyalty.