Movistar: Cardenosa by DDB Madrid for Movistar

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Movistar: Cardenosa

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Industry Mobile Communications, Publishing, streaming & media, Website
Media Direct marketing
Market Spain
Agency DDB Madrid
Creative Director Artemio Buneta, Guillermo Santaisabel, Juan Carlos Martin
Art Director Chuwi García, Cristina Rodríguez-Salinas, Clara Hernandez
Copywriter Diego Sica Y Pedro Andragnes, Guillermo Santaisabell
Producer Enrique Feijoó
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Publications & Media Silver
Direct Lions Best Integrated Campaign Led by Direct Marketing Bronze

Credits & Description

Type of Entry: Product & Service
Category: Publications & Media
Title: CARDEÑOSA
Advertiser/Client: MOVISTAR
Product/Service: SPORTS WEBSITE
Entrant Company: DDB SPAIN Madrid, SPAIN
DM/Advertising Agency: DDB SPAIN Madrid, SPAIN
Creative Director: Guillermo Santaisabel
Creative Director: Carlos Martín
Creative Director: Artemio Buneta
Art Director: Clara Hernández
Art Director: Chuwi García
Art Director: Cristina Rodríguez
Copywriter: Guillermo Santaisabell
Copywriter: Pedro Andragnes
Technical Director: Carlos Guerrero
Senior Programmer: Enrique Marín
Business Director: Paloma Tomé
Account Manager: María Mayor
Producer: Enrique Feijóo
Describe the brief from the client:
Our aim was to generate traffic to the Terra Sports website during the World Cup championship that took place between June 11th and July 11th 2010. Getting people to choose Terra Sports over the thousands of media providers also covering the World Cup during that period. We needed unique content for Terra Sports that could not be found in any other media. Content that would be interesting for the frequent visitors and that would attract new ones. Content that would please both soccer fans and the ones that only remember soccer when the World Cup comes up. But also, content that would go down in history because Spain finally won a soccer World Cup.
Creative Execution:
- Bad luck has been chasing the Spanish national team throughout history, and what we did was turn the tables around, using it in our favour, achieving an unthinkable objective: winning our first soccer World Cup.
- As exclusive content of Terra Sports, the action managed to turn the website into a soccer reference.
- Its popularity captured the interest of the mass media, which for the first time in history talked about a sports website, not only managing to generate traffic but also increasing awareness for the website.
Describe the creative solution to the brief/objective.
We generated exclusive content that everybody would want to follow: the key for Spain to win their first World Cup ever.
Julio Cardeñosa, soccer player with the worst luck in the history of the Spanish team, would pass his bad luck on to the other national teams.
The first step was sending him to Brazil, whose team was favoured to win the championship. People could follow him as he spread his "luck" to the Brazilian fans, their stadiums, their symbols and even their national coach.
Once Brazil had been dismissed, he did the same to all the other national teams.
On July 11th 2010, Cardeñosa accomplished his mission. Spain won its first World Cup and made 46 Million Spaniards happy.
Describe the results in as much detail as possible.
- The site received 4,437,240 visits.
- Traffic to the Terra Sports website increased by 68% (NIELSEN)
- We obtained 230,000€ worth of free publicity.
- The brand's awareness increased dramatically.
- But above all, Spain won its first World Cup and we made 46,000,000 Spaniards happy.