Campofrio Promo, Case study FOUR SENSES by McCann Madrid

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FOUR SENSES

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Director Rebeca Diaz Morales
Art Director Raquel Martinez
Copywriter Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese, Aldo Antonietti
Released September 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: CAMPOFRIO
Product/Service: NATURISSIMOS HAM
Agency: McCANN ERICKSON
Date of First Appearance: Sep 27 2010
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://www.interachtung.com/4sentidos
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson)
Copywriter: Aldo Antonietti/Leandro Raposo/Monica Moro (McCann Erickson)
Art Director: Raquel Martinez (McCann Erickson)
Agency Producer: Josep Roure/Jose Javier Jimenez (McCann Erickson)
Account Team: Jesus Martinez Soria/Nuria Rosello/Jesus Vazquez (McCann Erickson)
Director: Rebeca Diaz
Media placement: Internet - Microsite, Facebook, Twitter - 27 October 2011
Media placement: Tv/cinema - Major Cinemas, Cnn, Cuatro, Tve - 27 October 2011
Media placement: Press - El Correo, Diario Vasco, El Norte De Castilla - 27 October 2011

Insights, Strategy & the Idea
Communication objectives
- To build brand awareness to reach 79%, its historic peak.
- To confirm the brand as a leader, improving results in the attribute: “It’s a brand with healthy, natural products”.

Creative Execution
One of the solutions on the communication level was to introduce landmark changes in the brand’s codes, stepping beyond towards a more friendly, empathetic communication, seeking an emotional connection with consumers.
The objective was a communication that hooked viewers (consumers and non-consumers) and that turned CAMPOFRĺO into one of theirs, a brand they could relate to.
That led us, for example, to innovate too in the forms, being pioneers in audio guides of short films on the Internet, to make them accessible to the visually impaired.

Results and Effectiveness
We met the initial campaign objectives:
1. To increase sales in the total category.
2. To increase market share in the sliced cooked ham category.
3. To build brand awareness to reach 79%, its historic peak.
4. To confirm the brand as a leader, improving results in the attribute: “It’s a brand with healthy, natural products”. CAMPOFRĺO is confirmed as a leader, improving its image attribute “it’s a brand you can’t go wrong with” with 67% of mentions.
5. To get our spot to reach beyond the barrier of mere advertising to become a social event.