El Corte Ingles Promo, Case study THE BIG FAMILY (LA GRAN FAMILIA) by ais London

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THE BIG FAMILY (LA GRAN FAMILIA)

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Spain
Agency ais London
Executive Creative Director Jose Antonio Nogales
Art Director Cristina Valle, Angela Parra
Producer Coco Torres, Miguel Marti, Felipe Yague
Released December 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: EL CORTE INGLÉS
Product/Service: EL CORTE INGLÉS
Agency: archibald ingall stretton...
Chief Creative Officer: Enric Nel-Lo (Archibald Ingall Stretton)
Executive Creative Director: Jose Antonio Nogales (Archibald Ingall Stretton)
Executive Account Director: Isabel San Segundo (Archibald Ingall Stretton)
Account Director: Carmen Alcalde (Mpg-Media Contacts)
Art Director: Angela Parra (Archibald Ingall Stretton)
Art Director: Cristina Valle (Archibald Ingall Stretton)
Account Executive: Elsa Rubio (Archibald Ingall Stretton)
Producer: Coco Torres (Archibald Ingall Stretton)
Producer: Felipe Yagüe (Sopa De Toro)
Producer: Miguel Marti (Sopa De Toro)
Media placement: Pr Event - Pr Event - 17 December 2011

Summary of the Campaign
El Corte Inglés, Spain’s leading department store chain tasked us with the development of a Christmas action targeted at consolidating and building on the brand’s positioning of close proximity to its clients, even in times of crisis. We set the goal of finding and joining all members of the Spanish families and make the best gift for Christmas: let's have dinner together. The response was impressive and in less than 7 days more than 8,000 families with an average of 50 members per family registered in the campaign. The winning family, The Echanove-Pasquini, gathered their 117 members catered across several countries and never before had celebrated Christmas together as a family. The Echanove-Pasquín family dinner was broadcast during prime time, before and after the traditional King’s Christmas Speech broadcast. The action generated immediate media buzz in the country’s major TV channels, including newscasts. Over 13m people saw the campaign, with advertising awareness increasing 11.6% versus the previous campaign. Effective advertising recall rose by up to 300% The campaign achieved over 210m impacts.

KEY PR ELEMENTS:
1.Meaningful content generated by families for families
2.Extraordinary viral power among users: 8,000 families - 400.000 family members from zero year to more than 96-years-old, in less than a week
3.Quality and radically unique content before and during the traditional Christmas noise and messages, reaching great interest for most Spanish media
4.The production of a documentary wrapped up the whole 'La Gran Familia' action, broadcast by a major Spanish TV channel

The Situation
In a environment of a lot of commercial noise we need to reinforce the positioning of a family-oriented and approachable brand that cares for the wellbeing of families, far beyond other brands promises conveyed at this time of year. Convey optimism and happiness within the context of a social and economic crisis in Spain. Take the brand’s 'Regala Navidad (Give the gift of Christmas)' beyond a strictly material interpretation.

The Goal
Reinforce the positioning of a family-oriented and approachable brand that cares for the wellbeing of families, way beyond other brands promises conveyed at this time of year. Convey optimism and happiness within the context of a social and economic crisis in Spain. Take the brand’s 'Regala Navidad (Give the gift of Christmas)' beyond a strictly material interpretation.

The Strategy
Step 1: recruiting, media, radio, internet and social networks

Step 2: Select the family with the following criteria:
-number of members (117)
-come for all over the world (from different continents)
-different ages (from 1 month to 96 years old)

Step 3: present the family to all the Spanish citizens

Step 4: the dinner

Step 5: celebrate Christmas with the audience

Execution
By combining social media and mass media we launched an invitation for families to take part. In less than 1 week we had almost 8,000 family requests. And that’s how we got to know the full story of the Echanove-Pasquín family. This family had over 117 members scattered across several countries and to date had never celebrated Christmas together as a family. On Christmas Eve, for the first time, we reunited all of the family members who, at last, could celebrate their first Christmas together as a family.

Documented Results
In just 6 days, almost 8,000 families presented their candidacies to become the chosen family for the campaign. The Echanove-Pasquín family reunion toast was broadcast during prime time, before and after the traditional King’s Christmas Speech broadcast. With the material obtained during the Echanove-Pasquín family reunion an emotionally-charged documentary film was produced and broadcast on the eve of Three Kings Day (a traditional family occasion in Spain) on television, mobile phone and online. The action generated immediate media buzz in the country’s primary media channels, including newscasts. Over 13m people saw the campaign, with advertising awareness increasing 11.6% vs. previous campaign. Effective advertising recall rose by up to 300%. The campaign achieved over 210m impacts.