POOPS by McCann Madrid for Buitrago Town Council

POOPS

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Spain
Agency McCann Madrid
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Art Director Ricardo Rovira
Copywriter Mikel Echevarria
Released August 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BUITRAGO TOWN COUNCIL
Product/Service: CIVIC AWARENESS CAMPAIGN
Agency: McCANN ERICKSON SPAIN
Chief Creative Executive: Leandro Raposo (McCANN ERICKSON SPAIN)
Executive Creative Director: Monica Moro (McCANN ERICKSON SPAIN)
Executive Creative Director: Pablo Colonnese (McCANN ERICKSON SPAIN)
Copywriter: Mikel Echevarria (McCANN ERICKSON SPAIN)
Art Director: Ricardo Rovira (McCANN ERICKSON SPAIN)
Media placement: Outdoor - Streets - 25/4/2012

Describe the objective of the promotion.
To get dog-owners to dispose of their pets’ excrements properly, and at the same time to provide a more active image for the Council in tackling people’s everyday problems.

Describe how the promotion developed from concept to implementation.
and a radio control mechanism for remote control of their movements and to get them to pursue people without them knowing they were being filmed by hidden cameras. Some turds were in charge of drawing people’s attention while others conveyed the message of the campaign using little flags.

Explain why the method of promotion was most relevant to the product or service.
The use of remote-controlled fake dog turds as an advertising vehicle

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the first week after the campaign, there was an 85% reduction in the amount of dog mess, according to the Brunete Council cleaning services.
Visits to the Brunete website increased by more than 150%
Almost 20% more weekend visitors, according to tourist office figures.