Varma DM ANTENA 34 by DraftFCB Barcelona

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Industry Rum
Media Direct marketing
Market Spain
Agency DraftFCB Barcelona
Executive Creative Director Dani Sáenz Y Beto Nahmad
Creative Director Baldiri Ros
Art Director Luis Eduardo Garcia
Copywriter Emilio Holguin
Editor Luis Lopez De Ochoa, David Sousa
Released February 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: VARMA
Product/Service: SIBONEY 34 RUM
Executive Creative Director: Beto Nahmad (Draftfcb)
Creative Director: Baldiri Ros (Draftfcb)
Head Of Strategy: Manuel López (Draftfcb)
Art Director: Luis Eduardo Garcia (Draftfcb)
Digital Art Director: Luis López (Draftfcb)
Copywriter: Emilio Holguín (Draftfcb)
Account Director: Juan Ramón Ortega (Draftfcb)
Brand Experience Director: José De Frutos (Draftfcb)
Account Executive: Guillermo Lecumberri (Draftfcb)
Social Media Manager: María Díaz (Draftfcb)
Head Of Technology: Íñigo Orduña (Draftfcb)
Digital Project Manager: Sara Soler (Draftfcb)
Realization: Noel Galvez (Draftfcb)
Editor: David Sousa (Draftfcb)
Editor: Luis López (Draftfcb)
Media placement: Website - - JulY 14TH 2011

Describe the brief/objective of the direct campaign.
Ron Siboney 34 was one of the most unknown rum brands in Spain. So this year they started with a huge ambition: to become the No.1 rum brand in the whole world. To do this, we needed a campaign that could talk with our consumers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
What was going on with people? People had their own problems, their experiences and they frequently couldn’t find the way to communicate them. We decided to create a website where people could send their messages. You just had to write your message, your thoughts, your desires and we transmitted it to space. We created a space where people could share this experience and everybody could see all messages that people were sending. The necessity of communication with everyone else in a different way led us to create this project.

Explain why the creative execution was relevant to the product or service.
Ron Siboney 34 was unknown in Spain. So, our communication campaign was more than a simple promotional launch. Using Antena 34 was a great success because we connected with all targets, and we offered them a romantic way to express their feelings, thoughts or desires. And we did it without borders. Limits didn’t exist for Antena 34. With our help Ron Siboney 34, an unknown brand, became a new brand that reached the whole space. We created a new brand and a new way to communicate.

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 campaign was successfully and it was a good relaunch for Siboney 34. During the campaign, our users sent more than 12,000 messages to space. Antena34 had so much traffic in social networks. In Twitter Antenna became a trending topic and created more than 800,000 tweets. The campaign was shared more than 400,000 times and had more than 18,000 likes on Facebook page. It was amazing. It was from another galaxy.