SHOP WINDOW by Sra Rushmore for Asefa Estudiantes

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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
Released April 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: CLUB ESTUDIANTES
Product/Service: BRAND PROMOTION
CREATIVE DIRECTOR: PACO CONDE (SRA RUSHMORE)
CREATIVE DIRECTOR: QUITO LEAL (SRA RUSHMORE)
ART DIRECTOR: QUITO LEAL (SRA RUSHMORE)
ART DIRECTOR: PACO LOPEZ (SRA RUSHMORE)
COPYWRITER: PACO CONDE (SRA RUSHMORE)
ACCOUNT DIRECTOR: PABLO IRLES (SRA RUSHMORE)
Media placement: AMBIENT - SHOPWINDOW - 04/04/2011

Summary of the Campaign
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).

The Situation
The change of venue provides an opportunity to expand the number of fans and followers that come out to watch the team play on their home court. It’s also a great chance to convey some of the core values of the team to our neighbors: warmth and friendliness. In fact, Asefa Estudiantes is the most likeable team to fans of other teams.

The Goal
Objectives:
1. To communicate that Madrid Sports Arena is our new home court.
2. To engage our new neighbors as fans so they’ll be rooting for us at every home game.

The target audience is made up of the people that live near the new home court of Asefa Estudiantes.

We also wanted to get the attention of the media and turn the campaign into a news item.

Here’s the problem: Our budget is € 0.000.

The Strategy
We are going to make this team part of the neighborhood. Just for a day, this team is going to be part of the lives of their neighbors. To do this we’ll turn one of the best-known features, their shop windows, into ad space.

Execution
We chose several storefronts in the neighborhood and asked their owners to lend them to us for one day.

On April 4, 2011, our players (the shortest being 6’3”/1’90”) posed as mannequins in window displays for clothing, lingerie, furniture, etc.

We invited the most important media outlets in the country.

Documented Results
Hundreds of people helped make the campaign an event, which was truly a great experience for all. The campaign made it all over the blogs and social networks.

Key national media outlets reported the event as news. The campaign made it to primetime on five of the nine most watched news reports in the country, free of charge of course. The most widely distributed newspaper also broke news of the event. The campaign was also written up in digital versions of sports and mainstream newspapers.

The Asefa Estudiantes have filled the stands at the three games they’ve played on their new home court since the day of the campaign.