YOUR POSITIVE ENERGY by Contrapunto BBDO Madrid for Galp Energy

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YOUR POSITIVE ENERGY

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Industry Energy & Water Utilities
Media Promo & PR, Case study
Market Spain
Agency Contrapunto BBDO Madrid
Art Director Tontcho Ponsoda, Eva Janire
Producer Gema Crespo
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GALP
Product/Service: ENERGY COMPANY
Agency: CONTRAPUNTO BBDO
Date of First Appearance: May 27 2010
Entrant Company: CONTRAPUNTO BBDO, Madrid, SPAIN
Creative Executive Director: Félix del Valle (Contrapunto BBDO)
Creative Executive Director: Carlos Jorge (Contrapunto BBDO)
Creative Vice President: Antonio Montero (Contrapunto BBDO)
Creative Supervisor: Xisela Lόpez (Contrapunto BBDO)
Art Director: Tontcho Ponsoda (Contrapunto BBDO)
Art Director: Eva Janire (Contrapunto BBDO)
Producer: Gema Crespo (Contrapunto BBDO)
Media placement: TV Campaign - Antena 3, Cuatro, Telecinco - 27 May 2010
Media placement: Outdoor - - 27 May 2010
Media placement: Press - - 27 May 2010
Media placement: Radio - - 27 May 2010
Media placement: Online - - 27 May 2010

Insights, Strategy & the Idea
Galp Energía, the Portuguese group of companies engaged in the exploration and production of petroleum and natural gas, began its expansion in the Spanish market in 2010.
As a result, its communication needed to focus on developing and implementing a brand launch campaign whose primary objective was to maximize brand awareness and recall in this new and challenging market.

Creative Execution
For Galp Energia’s launch in Spain we broke new ground, marking a new milestone in Spanish advertising by producing the first ever ad in television history that had a “live” ending.
We synchronized all of the major TV networks to ensure that the ending would be broadcast live in conjunction with campaign’s complementary media at precisely the same second of airtime.
56,000 balloons were launched into the Madrid skies and this moment was captured by dozens of cameras and broadcast live within the structure of the TV ad’s script. In parallel, the event was broadcast live on the Internet and OOH, on all major national digital newspapers using video-banners and digital street signage.

Results and Effectiveness
11,600,000 people watched our ad live.