THE MUCH BETTER PROJECT by Shackleton Spain for Real Seguros

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THE MUCH BETTER PROJECT

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Executive Creative Director Nacho Guillo
Art Director Eoin Sherry
Copywriter Guille Baviano
Account Supervisor Carmen Bambó
Released May 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: REALE SEGUROS
Product/Service: CORPORATE RESPONSIBILTY
Agency: SHACKLETON
Executive Creative Director: Nacho Guillo (Shackleton)
General Manager: Marta Gutierrez (Shackleton)
Copywriter: Guille Baviano (Shackleton)
Art Director: Eoin Sherry (Shackleton)
Digital Art Director: Margui Mora (Shackleton)
Digital Copywriter: Marina Fornet (Shackleton)
Brand Manager: Sandra Sevilla (Shackleton)
Brand Manager: Arancha Cebrian (Shackleton)
Account Supervisor: Carmen Bambo (Shackleton)
Account Executive: Lara Martinez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Production Team: Miguel Garcia Sanguino/Santiago Bernabé/Manuel Pedrera/Rodrigo Alzugaray (Shackleton)
Graphic/Event Production Manager: Itxaro Vicuña (Shackleton)
Graphic Producer: Susana Herraez (Shackleton)
Social Media Manager: Coque Pons (Shackleton)
Social Media Team: Elena Ibáñez/Eva Leoz/Loles Falkner/Alberto Plaza (Shackleton)
Media placement: Dimensional Mailing - 1 Shot - Spanish Opinion Leaders - 23 May 2011
Media placement: Spot TV- 1 Shot - Spanish National TV Channels - 23 May 2011
Media placement: Website - Internet - 23 May 2011
Media placement: Print - 1 Shot - Spanish Newspapers - 23 May 2011
Media placement: Facebook Page - Social Network - 23 May 2011
Media placement: Social Project - Wow Room - Aldeas Infantiles SOS - Granada, Spain - 23 May 2011
Media placement: Press Conference - Wow Room - Granada Spain - 23 May 2011
Media placement: Press Release - Spanish National Media - 23 May 2011

Summary of the Campaign
REALE is an insurance brand whose claim is 'Real Life Insurance'. Under this claim they wanted to address society, clients and non-clients, with a campaign that would stand out from the rest of the insurance companies and demonstrate its commitment to protecting “what really matters”.

We launched the 'Much Better Project', a project based on using the advertising budget to directly improve the reality of people. Transforming hard facts into branded content.

This year it assured the hopes and dreams of 50 children at Aldeas Infantiles SOS in Granada, Spain. Where there was once an unused garage, now stands the 'Wow Room' a space especially built and insured for dance, music, theatre, film, lectures, games and leisure.
After we acted, we spoke across all media using TV, print, outdoor, direct marketing and social networks.

In addition, we launched www.proyectomuchomejor.com where anyone could recommend community outreach projects to protect important things. The most supported projects would come to life.

For the inauguration of the Wow Room, national and local media in Granada received a mailing shot of a teddy bear with a plaster cast on one arm containing press materials to maximise the project's reach.

The results surpassed Reale's expectations: Over 100 proposals from all over the world were sent in. The web received more than 260,000 visits. In less than 1 month, the brand’s new Facebook profile reached over 5,000 followers. The main sites of information and national news, communication, insurance information and economy reported news regarding the initiative.

The Situation
One of the main reasons we decided on a PR action was to arouse interest from the media, influencers and the general public about a project which, rather than seeking financial gain, helped under-privileged children at the Children’s Village in Granada.

The newsworthiness of the Much Better Project was not only due to its value to society but also for what it stands for: To make this world a 'Much Better' place.

Raising social awareness around this project had an interesting social value for society in general, hence the activation of the PR activity at local and national level.

The Goal
Reale's main objectives were:

- Make tangible its strapline, 'Real Life Insurance', channelling its advertising budget to "protect what really matters".
- Launch a social project to actually improve the reality of people and make it content for the brand.
- Communicate with facts by, in this case, assuring the dreams of 50 children at OS Aldeas Infantiles in Granada by building and insuring the 'Wow Hall' (used for games/study/music and theatre events) which had previously been a garage.
- After finishing this first social project, communicate the launching of its brand social commitment.

The Strategy
The two core concepts for the campaign were to maximise awareness and differentiation both in the message content itself and how it is conveyed to the media, bloggers and influencers and the general public.

This would help us to generate buzz in the desired media and help to reinforce other messaging actions in line with the brand’s positioning within the agreed RSC framework. In order to fulfil the desired objectives, press releases, a VNR and a personalised mail shot were sent out.

Execution
10 days prior to the launch of the PR action information was compiled and press materials and media contacts lists were prepared. The press call was made to all local media on the day of the Hall’s inauguration event in Granada.

During the launch event a mail shot was sent to general interest media nationally and locally, comprising 110 boxes, each box containing a teddy bear wearing a plaster cast and press materials (letter, press release and CD containing all of the audiovisual documentation). Industry media were sent a video VPR for the TV channels (national, autonomous and local) and a VNR for the digital media.

Follow-up calls were made to ascertain correct receipt, obtain feedback, providing further information and manage possible news reports or interviews.
On the days following the event we monitored all mentions in the media and produced follow-up reports which evaluated ROI and the VPE generated.

Documented Results
- Over 100 proposals from all over the world aimed at defending important issues were sent in. Reale made a commitment to bring to life the most voted projects.

- The web received more than 260,000 visits.

- In less than one month, the brand’s new Facebook profile reached over 5,000 followers.

- The main sites of information and national news, communication, insurance information and economy reported news regarding the initiative.