World Youth Day Madrid Print GRANDPARENT'S CLUB by McCann Madrid

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Spain
Agency McCann Madrid
Released March 2011

Credits & Description

Category: Charities
Product/Service: WORLD YOUTH DAY MADRID 2011
Marketing Director: Gabriel Gonzalez-Andrio
Communication Director: Rafael Rubio
Sponsorships Director: Borja Escurra
Social Networks Director: Antonio Gallo
Promotion Manager: Maria Gil Casares
Production Manager: Ignacio Arregui
Customer Service: Sandra Cortes
Coordinator: Patricia Capa
Media placement: TV - Canal Metro Madrid, 13 TV - .15 March 2011
Media placement: Press - ABC, La Razon - 15 March 2011
Media placement: Radio - Cope - 15 March 2011

Describe the objective of the promotion.
The objective of the Grandparent's Club campaign was to encourage the participation and presence of at least 500,000 Spanish youngsters between the ages of 16 and 24 in the World Youth Day Madrid 2011 event in Madrid.

Describe how the promotion developed from concept to implementation.
The strategy was to create the Grandparent's Club to get grandparents, as guardians of the faith and tradition, to be the ones to encourage their grandchildren to enroll in this multicultural festival and provide financial support. By engaging grandparents we knew that everything would be much easier. Keeping in mind that Spain is immersed in a serious recession and therefore any household expenditure would be examined closely. Furthermore, we wanted to recruit those who were indifferent or non-practicing and not just the "already convinced" or practicing Christians.

Explain why the method of promotion was most relevant to the product or service.
Initially we printed 20,000 numbered Grandparent Cards (depleted in 10 days), which were distributed across 45 different cities in Spain by groups of young volunteers in a Road Show event (creating direct contact with more than 5,000 grandparents). The cards had a very attractive corporate design, containing an emotional value and quantitative benefits for members as it provided free access to several museums of the city, etc..

Describe the success of the promotion with both client and consumer including some quantifiable results.
This action was also well received outside of Spain, with 40 countries across 5 continents replicating the Grandparents Club with enormous success, reaching a total membership of 40,000 people in this unique club. We uploaded a PDF membership card to the official website so anyone in the world could customize it and print it. With this action we achieved the participation of 900,000 Spanish youth in the WYD, 80% more than the organization’s initial forecast. Also, we managed to recruit 24,896 Spanish volunteers out of the 35,896 that participated in the event. The entire campaign’s budget was limited to $45,000.