PLAN B by Optimedia Madrid for Ballantine's

PLAN B

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Industry Whiskey
Media Promo & PR, Case study
Market Spain
Agency Optimedia Madrid
Creative Director Javier Roldan
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PERNOD RICARD
Product/Service: BALLANTINE'S
Date of First Appearance: Oct 2 2010
Entrant Company: OPTIMEDIA, Madrid, SPAIN
Entry URL: http://www.elplanb.tv
Business Development Director: Carlos Casado (Optimedia)
Content Director: Kiko Fuentes (Optimedia)
Creative Director: Javier Roldán (Optimedia)
Innovation Account Director: Antonio Bermudez de Castro (Optimedia)
Digital Director: Roberto Santos (Optimedia)
Account Director: Alicia Cubillo (Optimedia)
Web Designer: Luisa Sirvent (Optimedia)
Media placement: internet - elplanb.tv - 2 october 2010

Insights, Strategy & the Idea
BALLANTINE'S was after reinforcing its brand association to music but this approach had to be highly innovative and different.
The idea was to make BALLANTINE'S turn into Carlos Jean’s record company; Carlos Jean is the most famous music producer in Spain and highly well known and prestigious at an international level: The Plan B of BALLANTINE'S. The Plan B is an attitude; it means to do things differently, your way, a new way to create music.

Creative Execution
Carlos Jean designs a music base and uploads it in www.elplanB.tv; the users download the track and make their contributions.
Carlos Jean downloads all contributions, selects the best ones and makes the final song.
The project, initially 100% online gains such magnitude that jumps into Off mass media at 3 levels:
Conventional Radio: the song is played nationally in 40 principals (nº 1 radio station that only plays the 40 best songs at worldwide level).
TV: The program with highest audience in PT creates a special section in the program called The Plan B of BALLANTINE'S where Carlos Jean talks about the project’s latest news. The project turns into content for itself.
Outdoor: The brand decides to support the action transferring its media investment to a national outdoor campaign.
The action lasts a year. The second song is almost finished and the third track is already uploaded on the web.

Results and Effectiveness
Nº1 downloads in itunes.
+1,000,000 views of the making-off of the song (youtube + web- www.elplanb.tv).
An average of 750 contribution uploads per track.