La Sexta Tv Print ALCATRAZ DELIVERY by Leo Burnett Iberia Madrid

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Fernando Martin, José Javier Álvarez
Art Director Pouline Atencio, Federico Bosch, Alejandro Hernán, Francisco Javier Martínez
Account Supervisor Carmen Corujo
Released March 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: LA SEXTA
General Creative Director: Juan Garcia-Escudero (Leo Burnett Iberia)
Creative Director: Fernando Martin (Leo Burnett Iberia)
Creative Director: Javier Alvarez (Leo Burnett Iberia)
Art Director: Federico Bosch (Leo Burnett Iberia)
Art Director: Alejandro Hernan (Leo Burnett Iberia)
Art Director: Javier Martinez (Leo Burnett Iberia)
Art Director: Pouline Atencio (Leo Burnett Iberia)
Head Of Programming: Victor Moreno (Leo Burnett Iberia)
Programmer: Luis Marcano (Leo Burnett Iberia)
Event Manager: Cristina Baixas (Leo Burnett Iberia)
Event Manager: Nuria Silla (Leo Burnett Iberia)
Account Director: Ricardo del Campo (Leo Burnett Iberia)
Account Supervisor: Carmen Corujo (Leo Burnett Iberia)
Account Executive: Jesus Colmenar (Leo Burnett Iberia)
Announcer: Hector Losa (Antonio de Federico)
Media placement: Direct Marketing - TV - 03/02/2012

Describe the objective of the promotion.
In order to launch J.J. Abrams' new series, 'Alcatraz', we decided to give our viewers a prison-like experience from the comfort of their own home

Our chef 'Butch' was in charge of preparing a truly disgusting meal that would be delivered by our inmates in the prisoners van, always under the custody of a police man. Each order came with a dossier with detailed information about the series.

Describe how the promotion developed from concept to implementation.
We promoted the service, as any other food delivery would. We used junk mail, posters, fridge magnets, etc. Orders were taken by phone or on the website. We even created a customer service call centre to receive complaints.

Such a peculiar delivery soon caught the media's attention and we even made a delivery to one of the highest rated TV shows in the country, which guaranteed Alcatraz was the most successful launch of the season.

Explain why the method of promotion was most relevant to the product or service.
To launch the most important show of the season (Alcatraz), we decided to bring part of the incarceration experience into our viewers’ homes, and therefore created Alcatraz Delivery, an actual delivery service for disgusting prison food. The food was delivered by an inmate in a police van, escorted by a policeman. Orders came with a dossier containing information about the series. We also created a customer service number that was manned by the prisoners, in case anyone had the courage to complain about the quality of the food or the service.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 1,500 orders were delivered during the first 2 weeks, generating buzz about the show and making Alcatraz the most watched première of the season, with 4.8m viewers.