Calle 13 DM THE 13TH STREET CUISINE by Shackleton Spain

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Spain
Agency Shackleton Spain
Executive Creative Director Juan Silva
Creative Director Pablo Gonzalez De La Peña, Alvaro Gonzalez
Art Director Emilio Holguin, Emilia Bertola, David Rigote, Victor Vazquez, Juan Carlos Álvarez, Celia Martínez
Copywriter Carlos García-Janini, Jose Carlos Gomez, Covadonga Diaz
Photographer Francesc Guillamet
Account Supervisor Zaida Vazquez
Released September 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: CALLE 13 - NBC UNIVERSAL
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL:
General Creative Director: Juan Nonzioli (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
Creative Director: Pablo González de la Peña (Shackleton)
Copywriter: Carlos Janini (Shackleton)
Art Director: Carlos Alvarez (Shackleton)
Copywriter: Covadonga Diaz (Shackleton)
Art Director: Emilio Holguin (Shackleton)
Art Director: Emilia Bertola (Shackleton)
Creative Director: Alvaro Gonzalez (Shackleton)
Art Director: Celia Martinez (Shackleton)
Creative Supervisor: Borja de la Rocha (Shackleton)
Art Director: Victor Vazquez (Shackleton)
Art Director: David Rigote (Shackleton)
General Manager: Marta Gutierrez (Shackleton)
Account Supervisor: Zaida Vazquez (Shackleton)
Graphic & Events Production Manager: Itxaro Vicuña (Shackleton)
Event Producer: Maria Algaba (Shackleton)
Event Producer: Carmen Murillo (Shackleton)
Photographer: Francesc Guillamet
Copywriter: Carlos Gomez (Shackleton)
Media placement: Print Campaign - 7 Shots - Gastronomic, Leisure & Advertising Magazine And Guides - 01/09/2009
Media placement: Restaurant - The Gift Restaurant, Madrid - 01/09/2009 To 30/09/2009
Media placement: Press Conference - Hotel Roomate, Madrid - 01/09/2009
Media placement: Press Dossier - National Spanish Media - 01/09/2009
Media placement: Mailing 1 Shot - Opinion Leaders - 01/09/2009
Media placement: Menu - The Gift Restaurant, Madrid - 01/09/2009

Describe the brief/objective of the direct campaign.
Calle 13 (13th Street), the suspense and action TV channel, celebrated its 10th anniversary. It had to be celebrated in a way that was a wink to its regular viewers, and, at the same time, attracted the rest of the fans of suspense and action.

Explain why the creative execution was relevant to the product or service.
The creative execution demonstrates how a thematic channel can go beyond the limits of its own medium. A ten dish menu inspired by suspense and action, launched in a print campaign which invited the general public to a restaurant in the center of Madrid. The campaign was unexpected and surprising because instead of making traditional advertisiments, we elaborated haute cuisine dishes and designed an actual restaurant. The prints introduced the menu which the guests would enjoy at the 13th Street Cuisine and were placed in gastornomic, leisure and advertising magazines and guides.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The 13th Street Cuisine was born, a restaurant open to the public for a month in which the famous chef Darío Barrio together with the agency’s team, created a menu full of irony which reflected the channel's theme, a world of action and suspense. The 13th Street Cuisine was a campaign, an experience, media content, a source of income, and at the same time, a choice of gastronomic leisure and consisted of: a print campaign, a mailing to journalists, a 10 dish menu, a remodeled and decorated restaurant and public relations to spread the word.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The 13th Street Cuisine operated for 25 days in the month of September (Monday to Saturday from 8pm to 12am). It had an average occupancy of 90% against 75% which was the goal set in its business plan. The campaign had great repercussion in the media (TV, radio, written press and digital media) reaching an estimated value of 150,000 euros.