CANNED FLAMENCO by GERMINAL COMUNICACIÓN for OI PRODUCCIÓN ARTÍSTICA

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CANNED FLAMENCO

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Industry Shows, Events & Festivals
Media Direct marketing
Market Spain
Agency GERMINAL COMUNICACIÓN
Creative Juan Cosme Pérez
Released August 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: OI PRODUCCIÓN ARTÍSTICA
Product/Service: FLAMENCO FESTIVAL
Agency: GERMINAL COMUNICACIÓN
Date of First Appearance: Aug 22 2009 12:00AM
Entrant Company: GERMINAL COMUNICACIÓN, MURCIA, SPAIN
Creative: Juan Cosme Pérez (Germinal Comunicación)
Media placement: Flamenco Festival - Direct - 22/08/2009

Describe the brief/objective of the direct campaign.
The objectives were to increase visibility, advertise and promote the National Youth Flamenco Festival in Calasparra (Murcia) both amongst those who were already familiar with it and those who were not. The campaign was carried out in very busy areas and places related to the flamenco scene. Cans were distributed containing a flamenco scarf-poster inside with small red, black and green dots (the typical flamenco polka dots) and the festival programme (also inside).

Explain why the creative execution was relevant to the product or service.
The originality of the piece lies in the use of a food tin to communicate the holding of a festival which, in featuring young talent, contributes to the permanence and conservation of this art. Its originality also lies in the dual function of the scarf. The power of the campaign was in the awareness created by distributing a food can to communicate something as perennial and traditional as a flamenco festival and everything that surrounds it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
On the can you can read the festival dates, venue, name and the campaign slogan: 'Canned Flamenco'. In addition, the can is covered in polka dots, something clearly identifiable with the world of flamenco. All the spots are the same size except one smaller one, which represents the promising young talents taking part in the festival. The scarf serves a dual purpose: as a poster and as a flamenco scarf. That is why the scarf was made of fabric.

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 originality of the piece lies in the use of a food tin to communicate the holding of a festival which, in featuring young talent, contributes to the permanence and conservation of this art. Its originality also lies in the dual function of the scarf. The power of the campaign was in the awareness created by distributing a food can to communicate something as perennial and traditional as a flamenco festival and everything that surrounds it.