THE PACIFIC by Shackleton Spain for Canal+

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THE PACIFIC

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Spain
Agency Shackleton Spain
Executive Creative Director Alfonso Marian
Creative Director Jorge Tabanera
Art Director Javier Solo De Zaldívar
Copywriter Ana Amo
Released March 2010

Awards

Caples Awards 2010
Digital Online Bronze

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CANAL + SOGECABLE
Product/Service: TV SERIES - THE PACIFIC
Agency: SHACKLETON
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/thepacific
Executive Creative Director: Alfonso Marián (Shackleton)
Creative Director: Jorge Tabanera (Shackleton)
Art Director: Javier Solo de Zaldívar (Shackleton)
Copywriter: Ana Amo (Shackleton)
Brand Manager: Javier Perales (Shackleton)
Digital Production Manager: Joaquin Garcia-Morato (Shackleton)
Digital Producer: Laura Riesgo (Shackleton)
Programmer: Miguel Garcia (Shackleton)
Client Services Manager: Carmen Santamaria (Shackleton Buzz & Press)
Social Media Manager: Coque Pons (Shackleton Buzz & Press)
General Manager: Javier Suso (Shackleton)
General Manager: Rodrigo Miranda (Shackleton Buzz & Press)
Media placement: Banner - Internet & Bloggers - 08/03/2010

Describe the brief/objective of the direct campaign.
Launching The Pacific, the most expensive TV series ever made, produced by Tom Hanks and Steven Spielberg, and achieving its association with the broadcasting channel (Canal+) which will reinforce the channel’s positioning of quality of content. Attracting 2,000 subscribers before the airing of the third episode of the series.

Explain why the creative execution was relevant to the product or service.
Thanks to this piece the consumer was able to have his first contact with The Pacific through such an outstanding interaction that triggered the intention to subscribe to the TV channel. Producing this interactive piece and the fact that it was recommended by the main bloggers, experts in TV series and films, made on the potential clients who interacted with the piece, a very close and powerful impression about the realism and quality of the series. This really worked when it came to directing traffic to the microsite where the subscription process took place.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Due to the limited budget and the ambitious goals, we decided to target those who could favor the series recommendation and amplify the impact of our communication. We banked on targeting our communication to the main bloggers, but instead of sending them information about the series, we decided to make them have a unique experience by explaining to them via email what we were doing and inviting them to check the experience (to experience firsthand and go deep into the Battle of Guadalcanal through an innovative application over Google Maps) and we asked them to help us spread the experience by including the application in their posts, so as to generate traffic to the campaign microsite.

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.
Of the 90 bloggers contacted, 70% published the piece with no prior incentive whatsoever. More than 200 bloggers included it in a viral way, generating more than 834 positive references about the series (96.4% of the comments). Shared 5,000 times on Facebook. Three days into the launch, the client asked us to convert the piece into a display banner format targeted at mass media. Visits to the www.plus.es increased by 43%, where the user could finish the subscription process. According to the client, this action yielded ROI of 458%.