LIGHT HIM A CANDLE by Grey Santiago for CHILEAN SOCCER FAN ASSOCIATION

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LIGHT HIM A CANDLE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Chile
Agency Grey Santiago
Art Director Jaime Reyes, Alejandro Zarate
Copywriter Felipe Abufhele
Digital Creative Director Roberto Leston - Martin Garrocho
Released May 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CHILEAN SOCCER FAN ASSOCIATION
Product/Service: PROMOTIONAL SITE
Agency: GREY CHILE
Date of First Appearance: May 12 2009 12:00AM
Entrant Company: GREY CHILE, Santiago, CHILE
Entry URL: http://www.prendeleunavela.cl/case/
Chief Creative Office: Miguel Angel Cerdeira (Grey Chile)
Digital Creative Director: Martin Garrocho (Grey Chile)
Digital Manager: Juan Pablo Cesari (Grey Chile)
Copywriter: Felipe Abufhele (Grey Chile)
Planner: Francisco Fernandez (Grey Chile)
Art Director: Jaime Reyes (Grey Chile)
Art Director: Zarate (Grey Chile)
Project Manager: Marcio Rodriguez j.r. (Grey Chile)
Project Manager: Luis Valdez (Grey Chile)
Project Manager: Gonzalo Saavedra (Grey Chile)
Media placement: Web Site - Www.prendeleunavela.cl - 05/10/2009

Describe the brief/objective of the direct campaign.
The Target Audience was focused on public opinion, rather than from existing or new consumers. We set out to make Marcelo Bielsa, technical director of the Chilean National Soccer Team, a public figure of unprecedented proportions.

Explain why the creative execution was relevant to the product or service.
Soccer is a religion. So by fusing traditional catholic imagery with the figure of Marcelo Bielsa, we were able to capture the fervour of both passions. People go to church and soccer stadiums for similar purposes; pray, sing, enjoy peace of mind, commune and ask for a better life. Never before had a form of digital expression given the opportunity to soccer fans to demonstrate their support to a soccer figure. Our digital sanctuary did just that in the form of lit candles and personal wishes. Our hope was to gather enough "parishioners" to get the Media's attention.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Issue Marcelo Bielsa took charge of the national team and set out to change the mentality of his young talented players and their style of play, and to qualify with only two matches left. Our client, the Chilean Soccer Fan Association, commented on his deep admiration for Marcelo Bielsa, so we picked up on this insight to promote his figure, raising him to local hero. Brief Channel an entire country's passion and faith through a digital viral campaign to engage fans, the national soccer team and Marcelo Bielsa. Projected Response Rates 20,000 Candles lit US$100,000 worth of free media coverage

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.
Results. Monday: launch day, 6,400 candles were lit. Tuesday: 25,400 candles were lit, 50,000 visitors. The idea reached the cover of a major newspaper and all 4 TV Channels making interviews at our agency. Wednesday: 40,500 candles, 80, 000 visitors. Region-wide coverage by TV, websites, blogs and sports news. Sunday: Final results 120,000 unique visits 70,300 lit candles US$ 750,000 worth of free media coverage Chile Qualifies to the World Cup and Marcelo Bielsa reaches national hero status. Two miracles remain to ask the Vatican for his Sainthood: Reaching the second round and winning the World Cup.