EL EFI DE ARENA by Arena Madrid for ARENA MEDIA COMMUNICATIONS

EL EFI DE ARENA

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Arena Madrid
Strategic Planner Alfonso González Callejas
Released November 2009

Credits & Description

Category: Corporate Information
Advertiser: ARENA MEDIA COMMUNICATIONS
Product/Service: SELF PROMOTION
Date of First Appearance: Nov 2 2009 12:00AM
Entrant Company: ARENA MEDIA COMMUNICATIONS ESPAÑA, Madrid, SPAIN
Entry URL: http://vimeo.com/10436471
Strategic Planner: Alfonso González Callejas (Arena Media Communications)
Media Ranger: Jota Fuentes Campos (Arena Media Communications)
Media Ranger: David González Guillot (Arena Media Communications)
Communications Executive: Belén Hijas (Arena Media Communications)
Media placement: Facebook Page - Facebook - ElefideArena.com - 2 November 2009
Media placement: Web - Http://elefidearena.com/www.elefidearena.com/El_efi_de_Arena.html - Web Http://elefidearena.com/www.elefidearena.com/El_efi_de_Arena.html - 2 November 2009

Results and Effectiveness
We achieved all of our objectives: on one hand, happier employees, and on the other media coverage. Now all of our targets have a different perception about Arena Media Communications; a company that cares more about its employees than the awards they can win. Unbelievably, more than 20,000 people in the whole world have downloaded our typography made from the pieces of the trophy.

Creative Execution
The strategic solution consisted in breaking up the efficiency award into 32 pieces, in order to share them with all the people who had worked on the case, and had made it possible. The external communications channels were: the website – www.efidearena.com; social networks and advertising pages in the press. Most of the media in Spain covered the news at no extra cost, and therefore helped us magnify the results.

Insights, Strategy & the Idea
Advertising and media agencies only think about winning awards so that they can then place their trophies on a shelf where they get all dusty. It has never occurred to them, that all the people who are involved in the process, might deserve a part of the award. We wanted to develop a self-promotion for Arena Media, achieving the maximum visibility at a minimal cost. The target audiences were two: firstly Arena’s employees, who received the best of the acknowledgements for all their hard work – their part of the award; and secondly, our clients and the media. (Please, view the video http://vimeo.com/10436471) Our targets now have a different perception about Arena Media Communications; a company that cares more about its employees than the awards they can win.