ALQUIMIA by THE MARKET ROOM for Telefonica

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ALQUIMIA

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Spain
Agency THE MARKET ROOM
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: TELEFONICA
Product/Service: TECNIMAP - EUROPEAN TECHNOLOGICAL FORUM
Agency: THE MARKET ROOM
Date of First Appearance: Apr 7 2010 12:00AM
Entrant Company: THE MARKET ROOM, Madrid, SPAIN
Entry URL: http://www.alquimiatelefonica.com/
Creative & General Manager: David García López (The Market Room)
Art Manager: Iván García Moreno (The Market Room)
BTOBMANAGER: Monica García Paz (The Market Room)
Operative Manager: PATRICIA ALBA (The Market Room)
JEFE PATROCINIOS GRANDES EMPRESAS: Mar Alvarez Casasola (Telefonica)
GERENCIA COMUNICACION COMERCIAL GRANDES CLIENTES: Ana Agruña García (Telefonica)
Media placement: Direct Marketing - Direct Marketing - 7 April 2010

Describe the brief/objective of the direct campaign.
- CHALLENGE: High quantitative and qualitative assistance of the Public Administration.(high level directives with buying power) - REASON WHY: Tecnimap Expo. European Forum of Technology Information for the Modernisation of the Public Administration - Date & Location: 07.04.2010, Zaragoza, Spain. - “Sine qua non” CONDITION: Exclusivity - TARGET: Clients and prospects.

Explain why the creative execution was relevant to the product or service.
CONCEPT: Alquimia represents a constant search for the perfection, like Telefónica does every year. GRAPHIC: The creative development, the symbol, the waves, the gold colour... complete the Alquimia concept. PIECES: 1 Invitation: The mailing was developed like an elegant and luxury invitation. An apron signed by the chef completes the invitation, generating expectation for the menu created for Alquima. 2 Menu: 3 Michelin stars were created by the chef, explaining what perfection means in cooking. 3 Gift: Gold is the perfection symbol for alchemists. Telefónica gave a 22 carat gastronomic jewel accompanied by an exclusive gold recipe from the Alquimia menu.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
VALUE: Absolute exclusivity in all the “ingredients”: 1 LOCATION: Old Mercantile Casino, XVIth century Palace exclusively opened for this ocasion. 2 THE HOST: Juan Mari ARZAK, Chef, 3 Michelin Stars. The perfection by a world top chef. 3 CONCEPT: Alquimia, searching for perfection. Every year Telefónica has to be the best option. The challenge is to be the best event every year. It´s a constant searching for perfection, like the alchemists. An elegant logotype was created using gold colour, the representative colour and metal for the alchemists, the high level. Alquimia and Arzac were joined in order to create perfection.

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.
- Call rate: 200 % - Attendance rate : 100% - High Level: 100%. All the Chief Goverments of the 19 Communities. - Assistants evaluation: 9,11 over 10 - Congratulations received in the post-action survey:"Congratulations for the organization”, “An unforgettable event”, “It was a pleasure for me to be your guest”, “Thanks to all for your invitation or better said, for the show...”