A BREATHTAKING WELCOME by Bungalow 25 Madrid for Fox International Channels

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A BREATHTAKING WELCOME

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Spain
Agency Bungalow 25 Madrid
Creative Director Iñigo Ancizu
Art Director Javier Gómez De Quero
Released February 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: FOX INTERNATIONAL CHANNELS SPAIN
Product/Service: FOX CRIME CHANNEL
Agency: BUNGALOW 25
Date of First Appearance: Feb 9 2010 12:00AM
Entrant Company: BUNGALOW 25, Madrid, SPAIN
President: Pablo Pérez-Solero (Bungalow25)
Creative Executive Director: Julio Gálvez (Bungalow25)
Creative Director: Iñigo Ancizu (Bungalow25)
Copy Writer: Sergio Cuenca (Bungalow25)
Art Director: Javier Gómez (Bungalow25)
Account Director: Marta Larrauri (Bungalow25)
Accont Executive: Zulema Blasco (Bungalow25)
Media placement: Outdoor - 250 Hotel Rooms - 09 Feb 2010

Describe the brief/objective of the direct campaign.
FOX International Channels launches its new channel in Spain, FoxCrime, full of contents related to crime and investigation. For its launch in February 2010, we presented the content as a multiproduct. This is how the concept was born: FoxCrime, New Channel. Check it out. One of the tactical actions we had to develop would have place on the TV Seminar in Toledo, organized by an Association of Professionals that Develop their Activity in Marketing and Opinion Studies. Get to the audience attending the TV Seminar. Generate Buzz around the launching of Fox International Channels’ new channel. Announce the channel to the public.

Explain why the creative execution was relevant to the product or service.
Many brands have used hotel rooms to place advertising in a discreet way. But just in a few of them has a tactical action caused shouting, fright and running away from guests. Fox Crime didn’t want to be inside the rooms, we wanted people to talk about it, to obtain an incredibly maximized result with a minimum inversion. Between fright, shouting and guests running away from their room, this action generated:

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A new channel deserves the best welcome, but this one had to be different, appropriate in keeping with its content, full of intrigue and mystery.Taking advantage of the Seminar, we decided to carry out a special action to surprise those present that were staying in the hotels. We put a pair of shoes behind the curtains of 250 hotel rooms as if there was a hidden murderer waiting for a victim. A card inside them had the following written on: Men that hide behind a curtain Before leaping on to you welcome you to fox crime new channel check it out.

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.
An impact of 83,4%. 250 guests that stayed in the hotels, locations where the actions took place, out of 300 people who attended the Seminar, experienced it themselves. So, in less than 24hours, almost a 100% of the people present in the Seminar echoed the action, thanks to the Buzz created around it during those days all national magazines specialized in this sector wrote about the action. 150 alerts in Google through Social Networks. 50 references through links in Social Media and blogs. The campaign helped closing commercial meetings with four big Media Centers and six direct clients:60.000€