ALCATRAZ DELIVERY by Leo Burnett Iberia Madrid for La Sexta Tv

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ALCATRAZ DELIVERY

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Fernando Martin, José Javier Álvarez
Art Director Pouline Atencio, Federico Bosch, Alejandro Hernán, Francisco Javier Martínez
Account Supervisor Carmen Corujo
Released March 2012

Credits & Description

Category: Logo Design
Advertiser: LA SEXTA
Product/Service: ALCATRAZ TELEVISION SHOW
Agency: LEO BURNETT IBERIA
General Creative Director: Juan García-Escudero (Leo Burnett Iberia)
Creative Director: Fernando Martín (Leo Burnett Iberia)
Creative Director: Javier Alvarez (Leo Burnett Iberia)
Art Director: Federico Bosch (Leo Burnett Iberia)
Art Director: Alejandro Hernan (Leo Burnett Iberia)
Art Director: Javier Martinez (Leo Burnett Iberia)
Art Director: Pouline Atencio (Leo Burnett Iberia)
Head Of Programming: Victor Moreno (Leo Burnett Iberia)
Programmer: Luis Marcano (Leo Burnett Iberia)
Event Manager: Cristina Baixas (Leo Burnett Iberia)
Event Manager: Nuria Silla (Leo Burnett Iberia)
Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Account Supervisor: Carmen Corujo (Leo Burnett Iberia)
Account Executive: Jesús Colmenar (Leo Burnett Iberia)
Media placement: Direct Marketing - internet, tv - 3/2/2012

Describe the brief from the client
The television network laSexta commissioned us to launch their most important show of the season: Alcatraz.

Describe how you arrived at the final design
We decided to bring part of the incarceration experience into our viewers’ homes, and therefore created Alcatraz Delivery, an actual delivery service for disgusting prison food.

Give some indication of how successful the outcome was in the market
Orders could be placed by phone, but most were made on the web. The food was delivered by an inmate in a police van, escorted by a policeman. We also created a customer service number that was manned by the prisoners, in case anyone had the courage to complain about the quality of the food or the service. In addition to the prison food, we gave out a complete dossier of information about the show and its premier on laSexta. Additionally, each order placed on the web was automatically shared on social networks, generating an average of 5 new customers. The country’s most important television bloggers and journalists received free deliveries and we even made a live delivery on one of the most popular television shows in Spain.

More than 1,500 orders were delivered during the first 2weeks, generating buzz about the show and making Alcatraz the most watched premier of the season with 4.8m viewers.