WORLD SPANISH DAY for INSTITUTO CERVANTES - MINISTRY OF CULTURE OF SPAIN

WORLD SPANISH DAY

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Industry Political/Religious/Trade Organizations
Media Promo & PR, Case study
Market Spain
Released July 2012

Credits & Description

Category: Best International PR Campaign
Advertiser: INSTITUTO CERVANTES - MINISTRY OF CULTURE OF SPAIN
Product/Service: EL DÍA E
Director: Lurdes Fernández (Off Limits)
Assitant Producer: Ignasi Vendrell (Best Relations)
Communications: Marta R. Blanco (Off Limits)
Communications: Luisa Castiñeira (Off Limits)
Communications: Flavia Introzzi (Off Limits)
Communications: Melody Medrano (Off Limits)
Web Development: Luis Miguel Castañeda (Off Limits)
Graphic And Web Design: Aitor Méndez (Off Limits)
Web Content/Social Network Community Manager: Iñaki Berazaluce (Off Limits)
Event Production: Gustavo Zermeño (Best Relations)
Media placement: Microsite - El Día E - 1 Abril 2009
Media placement: Web 2.0 Platforms - Facebook - 1 Mayo 2009
Media placement: Web 2.2 Platforms - Twitter - 1 Mayo 2009
Media placement: Web 2.2 Platforms - YouTube - 1 Mayo 2009
Media placement: Web 2.2 Platforms - Vimeo - 1 Mayo 2009
Media placement: Web 2.2 Platforms - MetaCafe - 1 Mayo 2009
Media placement: Web 2.2 Platforms - TuTv - 1 Mayo 2009
Media placement: Street Event - Centres of the Instituto Cervantes - 20 Junio 2009

Summary of the Campaign
For the first time in the short history of Spanish social media 2.0, a campaign has been designed, developed and executed from Spain and in Spanish for an international audience. 60 events at the same time all over the world. This was our agency's challenge to celebrate worldwide the Spanish language day 'El día E'. Travelling through 35 countries in 24 different time zones, Spanish word rained all over the world, both online and offline. From now on the Spanish Language Day will become an annual worldwide event, a common sky from which words fall like a rain to wash the earth in a celebration of the Spanish language and its speakers.

The Goal
The campaign intends to show the world the vitality that the Spanish language has. A worldwide important language which is spoken by more than 450 million people and that is the third most used language in Internet.

Results
The campaign achieved more than a thousand appearances in the media, 65 of them were on the Spanish TV’s and eleven were on the international TV’s. In the end the campaign got an advertising value of €2.1 million and a ROI of 4,200%. On the quantitative level (three-month period), the figures speak for themselves: • Online traffic and audience: 91,566 unique visitors from 135 countries contributed to the 1,187,240 page views recorded by the website for an average of 13.7 pages/visit. Also, 681 testimonial videos mentioning their favourite words were uploaded onto the web. • Online words: of the 14,864 terms proposed by the web users: 3,408 words and 1,860 neologisms were chosen as valid. Also noteworthy, 5,120 comments were approved and answered. • Offline media: With 1,070 appearances in the media, and specifically 65 appearances on Spanish TV, 11 appearances on international TV, 65 appearances on national radios, 11 on international radios, we achieved an advertising value of €2.1 million resulting in a ROI of 4,200% On the qualitative level. • For the first and only time, we have consolidated the celebration of 'Spanish Day' on a worldwide basis.

Execution
The popular vote to select the most representative words in Spanish was carried out through the microsite www.eldiae.es. Also, the message was spread through 6 Web 2.0 platforms. The microsite also included the creation of the so-called 'Ficcionario', a glossary of terms invented by users with the goal of expanding the Spanish vocabulary. The action took place on June 20th, 2009, at 11:00 am (local time) in the different centers of the 'Instituto Cervantes': at 11:00am, beautiful Spanish words took to the skies in Tokyo. They were printed on Japanese kabuki streamers which raised a visual cheer over the city; at the same time in Shanghai, a spirited bunch sang karaoke in the language of Cervantes while at 11:00am in Bremen, the heavens burst with the colours of countless balloons – floating on the rhythm of Spanish speech. During the same morning, in Madrid, a dazzling rain of confetti printed with Spanish words fell over the city. In Brasilia, when local clocks struck 11am, hundreds of Spanish words took a refreshing dip in the Paranoá Lake. Manila, Tetuan, New York, Chicago, Seattle, Rabat, Cairo, Sydney, Athens, Rome, London, Tel Aviv... The world spoke Spanish at the same time adopting the rainfall idea of Spanish words to each city culture and idiosyncrasy. The thousands of words chosen to be scattered over the globe were chosen by internet users through the www.eldiae.es platform, and then selected by the Instituto Cervantes.

The Situation
Spanish is the fourth language in the world by a large number of speakers, the second language used for international communication and the third most used language in Internet. Actually, it is used by the 8.2% of the users. English is in the first position with a 29.1% of Internet users, and Chinese, the second, with a 20.1%. The increased of Spanish use from 2000 to 2008 has been a 619%. The 'Instituto Cervantes' has established itself as a benchmark of the Spanish language in the World.

The Strategy
A 'Word Rainfall' was the central idea of the campaign which travelled across the world and obtained the participation of thousands of people in 47 countries places in 24 different time zones.