El Pais Promo, Case study ALBUM by Punto Ogilvy & Mather Montevideo

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ALBUM

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Industry Magazines
Media Promo & PR, Case study
Market Uruguay
Agency Punto Ogilvy & Mather Montevideo
Creative Director Juan-Jesus Fernandez-Jimenez
Art Director Gustavo Etchandy
Released July 2010

Credits & Description

Category: Best Use of Print
Advertiser: EL PAIS NEWSPAPER
Product/Service: ALBUM WORLD CUP 2010
Agency: PUNTO OGILVY
Date of First Appearance: Jul 1 2010
Entrant Company: PUNTO OGILVY, Montevideo, URUGUAY
Chief Creative Director: Vartan Chakiyian (Punto Ogilvy)
Creative Director: Juan Fernandez (Punto Ogilvy)
Art Director: Gustavo Etchandy (Punto Ogivly)
Account Manager: Mariana Vidal (Punto Ogilvy)
Chief Executive Officer: Pablo Marquez (Punto Ogilvy)
Media placement: TV - Open TV - 20 June 2010

Insights, Strategy & the Idea
Ovación, the first sports journal in Uruguay, releases the South Africa 2010 World Cup Sticker Album.

Creative Execution
Amid the World Cup euphoria, instead of a traditional ad, it was intended to surprise the readers by incorporating the communication into the journal itself.
A week before the release, photos of the various national teams trainings where intervened by adding the classical frames where the album stickers are placed. Within each frame, the following text could be read: “Find him in the South Africa 2010 Sticker Album. Next Wednesday the 19th of May, for free in Ovación”.

Results and Effectiveness
The album has an excellent reception.