THE PRESIDENT'S MOBILE by Shackleton Spain for MMA

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THE PRESIDENT'S MOBILE

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Industry Mobile applications
Media Direct marketing
Market Spain
Agency Shackleton Spain
Art Director David Ballester
Copywriter Anais Ferrer
Released November 2011

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: MMA - MOBILE MARKETING ASSOCIATION (SPAIN)
Product/Service: THE WHITE PAPER ON APPS
Agency: SHACKLETON
Head Of Digital: Sascha Kraft (Shackleton)
Art Director: David Ballester (Shackleton)
Copywriter: Anais Ferrer (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Front-end Man: Miguel Garcia Sanguino (Shackleton)
Digital Front-end Programmer: Santi Bernabé (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Audiovisual Producer: Iraida Martinez (Shackleton)
Premier Editor: Paloma Martin (Shackleton)
Avid Editor: Juan Gama (Shackleton)
Post-production/Editing: Luis Yrisarry (Shackleton)
Media placement: Internet Spot - MMA's Youtube Channel - 04 November 2011
Media placement: Website - Internet - 04 November 2011
Media placement: The White Book on Apps - Book - 04 November 2011
Media placement: Press Conference - Industry And National Spanish Media - 04 November 2011
Media placement: Press Release - Industry And National Spanish Media - 04 November 2011
Media placement: Dimensional Mailing - 1 Shot - Mailing Of President's Mobile With Recommended Apps - 04 November 2011

Describe the brief/objective of the direct campaign.
The Mobile Marketing Association (MMA) in Spain launched a book on the importance of mobile applications: 'The White Book on Apps'.

The objective was to heighten the public’s interest in the topic and generate downloads of the book. The target included professionals from the marketing and communications sector as well as mobile phone users and operators. The strategy was to involve the target in an issue of social interest but focusing it from the apps’ perspective and their importance in our daily life.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The presentation of the book coincided with Spain’s Presidential elections. We took advantage of this circumstance and launched an initiative featuring a viral video and a website to ensure that citizens could recommend or invent mobile apps for the future elected president.

The future president would have a mobile phone made by 47m people and would be undoubtedly tuned with the country and equipped with the right tools for his mandate. After the election, a mailing was sent to the winner candidate, Mariano Rajoy, containing a mobile phone with all the recommended and invented apps.

Explain why the creative execution was relevant to the product or service.
The strength of the campaign resides in the fact that creativity itself generated a motive to participate and download the White Book of Apps. People had the chance to express themselves and indirectly approach the future President through a new channel. Moreover, it was a platform to tell the president what he should improve or change in the current situation of the country because users were asked to justify why a certain app would be useful.

As a consequence, the website of the campaign became a database of applications users could browse to discover new applications for their own phones.

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.
Without any dedicated media plan:

- The app’s book was ranked in the top 5 free apps for productivity on iTunes.
- Over 2,000 downloads of the book in the first 2 weeks.
- More than 5,000 views of the video.
- More than 10,000 downloads of the book as of April 2012.