Caja Madrid Promo, Case study FIND YOUR MINI by Shackleton Spain

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FIND YOUR MINI

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Released July 2010

Credits & Description

Category: Best Use of Social Media
Advertiser: CAJA MADRID
Product/Service: ONLINE MINI CONTEST
Account General Manager: Rodrigo Miranda (Shackleton)
Social Media Manager: Coque Pons (Shackleton)
Brand Manager: Elena Íbañez (Shackleton)
Social and Public Relations Manager: Eva Leoz (Shackleton)
Social Media Manager: Carmen Santamaria (Shackleton)
Account Executive: Lara Garcia (Shackleton)
Online Art Director: Margarita Mora (Shackleton)
Online CopywriterCopywriter: Marina Fornet (Shackleton)
Media placement: Facebook - Caja Madrid's Facebook Page - 15 July 2010
Media placement: Panoramio - Internet - 15 July 2010
Media placement: Website - Internet - 15 July 2010

Summary of the Campaign
Caja Madrid wanted to talk to its clients, and wanted its clients to talk about Caja Madrid. And above all, make sure that clients talked to each other about Caja Madrid.
The objective was to generate conversation, interact and get clients to share more than just their finance.
We launched a game: Find Your Mini. A real-time and multi-platform contest using 3 different platforms: Facebook, Panoramio and the campaign web www.nomina2038.es
During 12 days, we parked 12 Minis in 12 different cities in Europe and we took photos. We uploaded the photos to Panaramio and geotagged their location. We gave out 4 clues on Facebook to help clients find the MINI and the ten fastest contestants of each day who registered the correct coordinates participated in the drawing of the MINI.
As a result of the campaign, Caja Madrid’s Facebook fans multiplied by 10 in only 15 days. 57% of the contestants found the photos. Interaction among contestants and their comments was five times higher than the historic average. 97% of the comments were positive.

The Situation
Caja Madrid wanted to talk to its clients, and wanted its clients to talk about Caja Madrid. And above all, make sure that clients talked to each other about Caja Madrid.

The objective was to generate conversation, interact, and get clients and those who wanted to become clients to share more than just their finance.

The stategy was to launch an attractive content or "theme of conversation" in order to develop the brand's reputation and presence on social network sites.

The Goal
Objectives:
- Generate conversation and interaction between clients, potential clients and the financial entity.
- Build active presence on social network sites such as Facebook.
- Position Caja Madrid as a modern and innovative brand.
- Acquire brand fans on Facebook.

Target:
- Clients between 24 and 45 years of age
- Non clients of Caja Madrid.

The Strategy
We launched a game:" Find Your Mini"

A real-time and multi-platform contest using 3 different platforms: Facebook, Panoramio and the campaign web.

During 12 days, we parked 12 Minis in 12 different cities in Europe and we took photos. We uploaded the photos to Panaramio and geotagged their location. We gave out 4 clues on Facebook to help clients find the MINI and the ten fastest contestants of each day who registered the correct coordinates participated in the drawing of the MINI.

Users had to move fast and be alert to the clues and comments posted on Caja Madrid's facebook.

Execution
Step-by-Step:

1. We parked 12 Minis in front of emblematic places in 12 different cities in Europe.
2. During 12 days, we uploaded the photos to Panaramio and geotagged their location.
3. In real-time, 4 clues in Facebook guided the contestants to the photos in Panoramio.

Each clue referred to: finding the country, finding the city, finding the emblematic place and finally finding where in Panoramio the Mini was parked.

The campaign ran according to plan, although interaction and user participation was higher than expected.

Documented Results
- Caja Madrid’s Facebook fans multiplied by 10 in only 15 days.

- 57% of the contestants found the photos.

- Interaction among contestants and their comments was five times higher than the historic average.

- 97% of the comments were positive.