PABLO IS IN A RELATIONSHIP by Proximity Barcelona for Vertice Cine

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PABLO IS IN A RELATIONSHIP

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Industry Cinemas, Theatres & Concert Halls, Records & Cinema Production
Media Direct marketing
Market Spain
Agency Proximity Barcelona
Executive Creative Director Eva Santos
Account Supervisor Arantza Bilbao
Released June 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: VERTICE CINE
Product/Service: FILM
Agency: CP PROXIMITY
Date of First Appearance: Jun 26 2010
Entrant Company: CP PROXIMITY, Barcelona, SPAIN
Entry URL: http://www.thisismywork.com/cannes/pabloisinarelationship
Executive Creative Director: Eva Santos (CP Proximity)
Strategy Director: Juan Manuel Ramírez (CP Proximity)
Account Supervisor: Arantza Bilbao (CP Proximity)
Creative Supervisor: Alba Vence (CP Proximity)
Account Director: Paco Jiménez (CP Proximity)
Community Manager: Sigfrid Mariné (CP Proximity)
Public Relations Director: Laura Carrillo (CP Proximity)
Media placement: Poster - Facebook - 26 June 2010

Describe the brief/objective of the direct campaign.
“Una hora más en Canarias” is a musical screwball comedy that tells the story of Pablo, a romantic young man who has no luck finding a girlfriend. His list of conquests is made up of women who are married, insane or possessive. While he only wants a normal woman with whom he can go to the movies, for a walk…

How to create interest in a film aimed at women in social networks and generate traffic in the cinemas in the middle of summer and without paid media?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For 20 days, we had Pablo look for his ideal girlfriend on Facebook.

One girlfriend per day: 20 days, 20 girlfriends.

Anybody who wanted to hook up with Pablo had to argue why she was the best candidate and get her friends’ approval. The one who accumulated the most “Likes” got to become Pablo’s real girlfriend and attend the premiere of Una hora más en Canarias with one of the most sought-after actors in Spanish cinema.

Explain why the creative execution was relevant to the product or service.
What is it that generates the most expectation and comments on Facebook? Changes in someone’s relationship status. Every time someone indicates they are no longer single, or have just broken up, they become the subject of comments, so we took advantage of this fact to generate noise about a film in which the main character is looking for a proper girlfriend.

Each time a candidate managed to become Pablo’s girlfriend, her whole group of friends treated it as if it was major news, thus encouraging rumours and several comments about the campaign.

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.
In 20 days during the summer and without paid media, Pablo managed:

• Over 2,000 requests from girlfriends and boyfriends
• Over 15,000 “Likes”
• Exposure in 50 blogs, including the super famous Poprosa and Fandemia
• 185,000 impacts on the target audience

Una hora más en Canarias managed to become the fourth most successful film at the box office on its opening weekend, with 30% less copies in distribution.