Asefa Estudiantes Promo, Case study SHOP WINDOW by Sra Rushmore

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SHOP WINDOW

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Sra Rushmore
Art Director Paco López
Released April 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CLUB ESTUDIANTES
Product/Service: BRAND PROMOTION
Agency: SRA RUSHMORE
Date of First Appearance: Apr 4 2011
Entrant Company: SRA RUSHMORE, Madrid, SPAIN
Creative Director/Copywriter: Paco Conde (Sra Rushmore)
Creative Director/Art Director: Quito Leal (Sra Rushmore)
Art Director: Paco López (Sra Rushmore)
Account Director: Pablo Irles (Sra Rushmore)
Media placement: AMBIENT - SHOPWINDOW - 04/04/2011

Insights, Strategy & the Idea
Asefa Estudiantes, one of Madrid’s basketball teams, is to change courts and play its home matches in the Madrid Sports Arena (Palacio de los Deportes).

Objectives:
1. To communicate the fact that we will now play in the Madrid Sports Arena.
2. To get our new neighbours to fall for the team so they support us in each home match we play.

Budget:
0€.

Creative Execution
Creative strategic:
We plan to make the team part of the neighbourhood.

Media idea:
The Madrid Sports Arena is located in one of the leading shopping districts in Madrid. Why not use its shop windows as a vehicle for our advertising?
Shop windows filled with furniture, fashion, lingerie, household goods… and in each one, our players.

Results and Effectiveness
Hundreds of people turned this action into an event.
The action made the news on most of the country’s major TV channels (TVE, Cuatro, Telemadrid, TV3, Canal 9), and was mentioned on more than 50 websites and blogs.
For the 3 first home matches the team played in the Madrid Sports Arena, it was packed.