HOTEL FOR PLANTS by Bassat Ogilvy & Mather Madrid for ISLAZUL

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HOTEL FOR PLANTS

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Direct marketing
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Creative Director Carlos Yuste
Art Director Begoña Arza, Paloma Gajate Miguel
Copywriter Nerea Val, Esteban Tabares
Account Supervisor Beatriz Perez
Released July 2011

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: ISLAZUL SHOPPING CENTER
Product/Service: SHOPPING CENTRE
Agency: OGILVY SPAIN
Agency: OGILVYACTION SPAIN
Creative Director: Carlos Yuste (Ogilvy Spain/Ogilvy Action)
Copywriter: Nerea Val (Ogilvy Spain/Ogilvy Action)
Art Director: Begoña Arza (Ogilvy Spain/Ogilvy Action)
Copywriter: Esteban Tabares (Ogilvy Spain/Ogilvy Action)
Art Director: Paloma Gajate (Ogilvy Spain/Ogilvy Action)
Account Supervisor: Beatriz Perez (Ogilvy Spain/Ogilvy Action)
Account Executive: Eduardo Garcia (Ogilvy Spain/Ogilvy Action)
Client Service Manager: Israel Reyes (Ogilvy Spain/Ogilvy Action)
Account Director: Javier Gónzalez Peñalosa (Ogilvy Spain/Ogilvy Action)
Media placement: TV EARNED MEDIA - RTVE - JULY 2011
Media placement: TV EARNED MEDIA - TELE MADRID - JULY 2011
Media placement: TV EARNED MEDIA - ANTENA 3 - JULY 2011
Media placement: NEWS AGENCY EARNED MEDIA - EUROPA PRESS - JULY 2011
Media placement: RADIO EARNED MEDIA - RADIO 5 - JULY 2011
Media placement: RADIO EARNED MEDIA - ES.RADIO - JULY 2011
Media placement: RADIO EARNED MEDIA - COM.RADIO - JULY 2011
Media placement: RADIO EARNED MEDIA - ONDA CERO - JULY 2011
Media placement: RADIO EARNED MEDIA - ONDA VASCA - JULY 2011

Describe the brief/objective of the direct campaign.
Islazul, a shopping centre located in a neighbourhood on the south side of Madrid, is considered by this population core to be something outside of it. Though physically close, it is considered distant, remote, and poorly integrated. Islazul, through a summer action, wants to be considered one more neighbour. An accountable neighbour, who is emotionally close.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If I want to be a neighbour, I must act like one. Islazul will take care of its neighbours´ plants, while they are on vacation. How? By creating the first Hotel For Plants. It was advertised through direct marketing elements with the typical iconography for a hotel. Several viral online actions were used-a website where a room, its music and amenities can be selected, and naturally, a true hotel-for-plants was built.

Explain why the creative execution was relevant to the product or service.
And it worked the action was very simple, but based upon a deep and embedded insight: plants are normally left in a neighbour's care during the summer. The neighbourhood visited Islazul, and hundreds of neighbours requested information on the hotel´s services. This action turned us into one more of the neighbours and the hotel reached an occupancy of 98%. The favourable opinion changed radically, and this action ended up integrating and consolidating the mall's relationship with its closest clients.

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 idea was disseminated using mass media like TV, press, radio and online resources, in such a way that it went beyond the limits of the neighbourhood, the city and the country, achieving worldwide repercussion. In addition, 142,393 persons visited the website and 107,172 visitors downloaded the hotel´s information.