Atrapalo.com Promo, Case study ADÉU BARCELONA (BY LUCAS JATOBÁ) by Doubleyou

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ADÉU BARCELONA (BY LUCAS JATOBÁ)

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Industry Travel Agencies, Tour Operators & Travel Services
Media Promo & PR, Case study
Market Spain
Agency Doubleyou
Executive Creative Director Daniel Solana
Creative Director Xavi Caparrós
Art Director Álex Marull
Copywriter Jesús Revuelta, Andrés Rubio
Released February 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ATRÁPALO
Product/Service: ATRAPALO.COM
Agency: DOUBLE YOU
Date of First Appearance: Feb 5 2011
Entrant Company: DOUBLE YOU, Barcelona, SPAIN
Entry URL: http://festivals.doubleyou.com/2011/atrapalo_adeubarcelona/cannes.html
Executive Creative Director: Daniel Solana (DoubleYou)
Creative Director: Xavi Caparrós (DoubleYou)
Copywriter: Jesús Revuelta (DoubleYou)
Copywriter: Andrés Rubio (DoubleYou)
Art Director: Àlex Marull (DoubleYou)
Account Team: Anna Escorial (DoubleYou)
Account Team: Nuria Andrés (DoubleYou)
Account Team: Sara Romero (DoubleYou)
Original Idea: Lucas Jatobá
Video Editor: Josep Suriñac
Media placement: Viral Video - YouTube - 5 February 2011
Media placement: Emailing - Atrapalo Users Database (2MM) - 7 February 2011
Media placement: Facebook Ads - Facebook - 7 February 2011
Media placement: Banners - Atrapalo Websites - 6 February 2011
Media placement: Promoted Videos - YouTube - 12 February 2011
Media placement: Viralboosters - ElRellano.com, Yonkies.com - 7 February 2011
Media placement: Facebook post - Atrápalo Facebook profile - 5 February 2011
Media placement: Tweets - Atrápalo and Lucas Twitter accounts - 5 February 2011

Insights, Strategy & the Idea
It’s common to hear that the results of a piece of viral content are unpredictable, that no one can guarantee success.

That isn’t necessarily true. It only takes renouncing to two important elements:

- Any protagonist in the content by the brand.

- Any protagonist in the creativity by the agency.

This is the case of “Adeu Barcelona”. A small campaign which turns the order of elements around:

1. Search for results. For 48 hours we monitored the internet to find a piece of content with viral qualities.
2. Identifying the right idea. We found something which embedded the brand values.
3. Establishing the objectives:
- Awareness
- Value creation
- Sparkling conversation

4. Production. The brand didn’t copy the idea but instead it helped the author to improve it by backing him with resources.

5. Design of a media strategy (bought, owned and won media) to promote the content.

Creative Execution
Lucas Jatobá is a Brazilian who had spent the last three years of his life in Barcelona. In order to thank the city for all the good moments he had spent in it, he decided to make a special present before leaving. He released 6 balloons in the air tied to theatre tickets. He filmed this and shared the video with his friends.
It was a lovely act of communication. It was viral too, because in less than 8 hours it had obtained 11,000 views. Moreover it had a lot to do with Atrápalo in tone and values because Atrapalo defines itself as a facilitator of urban entertainment.
We spoke to Lucas and he agreed to withdraw the video. Atrápalo would give him hundreds of tickets, technical means to shoot the video again and media support to launch it.
In return he only needed to thank Atrápalo for its help.

Results and Effectiveness
YouTube:
550,000 views
2,300 positive likes
1,982 favourites
575 comments
15 awards, among them the #1 most viewed video in Spain and Brazil.
On February 23rd YouTube Trends highlighted it as one of the four most viral videos worldwide.

Facebook:
Is was shared 48,000 times (just behind the most shared Superbowl TV ad - 59,000).
Atrapalo's tab for this action was visited by 230,000 people and commented 3,560 times.

Twitter:
878,485 users received a tweet about the video.

The video appeared in different media around the world: ABCNews (USA), O'Globo (Brazil), NHKWorld (Japan), TVN (Chile), RTVE, LaVanguardia, LaRazon, RAC1 (Spain)