VENTURA 24 by Isobar Madrid for VENTURA 24

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VENTURA 24

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Industry Lottery & Gambling
Media Direct marketing
Market Spain
Agency Isobar Madrid
Creative Director Jesús Henares
Art Director Elena García, Victor Javier Blanco
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: VENTURA 24
Product/Service: ONLINE SPORTS LOTTERY
Agency: NETTHINK ISOBAR
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: NETTHINK ISOBAR, Madrid, SPAIN
Entry URL: http://www.backntage.com/festivales/eng/ventura24/aquiniela/index.html
Creative General Director: Mario Sánchez del Real (netthink Isobar)
Creative Director: Jesús Henares (netthink Isobar)
Account Manager: Borja Chacón (netthink Isobar)
Art Director: Elena García (netthink Isobar)
Art Director: Javier Blanco (netthink Isobar)
Flash Developer: Jose Miguel Moreno (netthink Isobar)
Flash Developer: Alejandro Escohotado (netthink Isobar)
Video Director: Abraham López (netthink Isobar)
Video Producer: Javier Moreno (netthink Isobar)
Marketing Manager: Manuel G. Cordero (Ventura 24)
Media placement: Website - Internet - 15/04/2010
Media placement: Banner Campaign - Marca.com - 15/04/2010
Media placement: Press notes - all media - 15/04/2010
Media placement: Street guerrilla - PR media - 15/04/2010

Describe the brief/objective of the direct campaign.
Ventura 24 is an online company specialising in a sports lottery ticket, called Quiniela in Spain. •We developed a media strategy that includes a street action mix with PR actions and an online. •From the street, users can fill in a real quiniela using a transparent methacrylate and participate in the real game from this unusual media. •From the site users could participate too and live online all the action.

Explain why the creative execution was relevant to the product or service.
The (very, very, very) low cost action made an amazing impact with a total audience nearly of 5 millions people!! Because we used the headquarters buliding of the company to create the online show where you can see one of the most populars buildings in madrid that is incredibily similar to a real quiniela format!! The product that Ventura 24 sells online!!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective was to generate traffic at the Ventura 24 site and create new account customers. We created the biggest quiniela in the world. How did we do it? We took advantage of the architectural shape of a famous building in Madrid located in Plaza de España. This building façade is very similar to the quiniela´s format, so we create an action using this fact. We used a transparent methacrylate, then we placed them in specific points where they could see the façade of the building through the transparent methacrylate. They finally could play in the biggest quiniela ever.

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.
We completed more than 100,000 'quinielas' on our microsite Marca, the most important sport paper of Spain, with an audience of more than 1,200,000 people. Made a special reports on TV, radio and press sport news told the story as funny content The client obtained more that 80.000 new clients in the website!