SPOTITIME by Proximity Barcelona for Cp Proximity

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SPOTITIME

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Direct marketing
Market Spain
Agency Proximity Barcelona
Executive Creative Director Eva Santos
Creative Director Carles Alcon
Art Director Jordi Roura, Paco Jiménez, Fran Arguijo
Released December 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: CP PROXIMITY
Product/Service: SELF PROMOTION
Agency: CP PROXIMITY
Date of First Appearance: Dec 22 2010
Entrant Company: CP PROXIMITY, Barcelona, SPAIN
Entry URL: http://www.thisismywork.com/cannes/spotitime
Executive Creative Director: Eva Santos (CP Proximity)
Strategy Director: Juan Manuel Ramírez (CP Proximity)
Creative Director: Carles Alcón (CP Proximity)
Creative Supervisor: Ferrán Lafuente (CP Proximity)
Creative Supervisor: Alba Vence (CP Proximity)
Creative Copy Writer: Anna Soler (CP Proximity)
Creative Copy Writer: Jordi Iglesias (CP Proximity)
Art Director: Fran Arguijo (CP Proximity)
Art Director: Jordi Roura (CP Proximity)
Art Director: Paco Jiménez (CP Proximity)
Account Executive: Sigfrid Mariné (CP Proximity)
Media placement: E-Mail Marketing - E-Mail - 22 December 2010
Media placement: Spotify Music List - Spotify - 22 December 2010
Media placement: Video - Youtube Channel - 22 December 2010

Describe the brief/objective of the direct campaign.
Anybody who works in an agency knows how tedious it is to use tools to count billable working hours. But it is necessary. We all need to report to our clients in order to bill them, control projects... with very boring tools. Until now, we used SlimTimer.

At CP Proximity we wanted to find a way to create those reports that conveyed the agency's personality. And since we are CRM specialists, we wanted a very personalized, and obviously more innovative and fun way, that also highlighted our interest and dedication to our clients.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We have created SpotiTime, a tool that transforms work hours devoted to our clients into hours of music.

Specifically, 1 minute of music for every 10 hours of work.

Thanks to this, the timesheet reports for our clients are music playlists in Spotify, Europe's leading streaming music platform, and are also personalized with the client's style.

Music to run to for Nike, music to read to for Random House Mondadori, music for long journeys for Audi...

Explain why the creative execution was relevant to the product or service.
Must timesheet reports be boring? Not necessarily.

SpotiTime is a tool that makes use of technology to create new content, personalized playlists, from something as traditionally dull as a timesheet report.

It transforms something without personality and appeal into something relevant to its target audience. Which is precisely what we work at in our agency. That's why SpotiTime is an action that tells our clients about how we are.

To inaugurate it we created up to 23 playlists, one for each client, with all the hours we had worked for throughout 2010. 2,318 songs that correspond to 95,760 work hours.

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.
SpotiTime is good for counting hours and, additionally, listening to music. Now, each quarter our clients receive a report with its timesheet and its songs.

A lot of them congratulated us. Some even danced. And the best part is that now they complain a little less when we send them their timesheet reports.