ISLAZUL Promo, Case study HOTEL FOR PLANTS by Bassat Ogilvy & Mather Madrid

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HOTEL FOR PLANTS

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Creative Director Carlos Yuste
Art Director Begoña Arza, Paloma Gajate Miguel
Copywriter Nerea Val, Esteban Tabares
Account Supervisor Beatriz Perez
Released July 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: ISLAZUL
Product/Service: SHOPPING CENTRE
Agency: OGILVY SPAIN
Agency: OGILVYACTION SPAIN
Creative Director: Carlos Yuste (Ogilvy Spain (OgilvyAction))
Art Director: Begoña Arza (Ogilvy Spain (OgilvyAction))
Art Director: Paloma Gajate (Ogilvy Spain (OgilvyAction))
Copywriter: Esteban Tabares (Ogilvy Spain (OgilvyAction))
Copywriter: Nerea Val (Ogilvy Spain (OgilvyAction))
Account Supervisor: Beatriz Perez (Ogilvy Spain (OgilvyAction))
Account Executive: Eduardo Garcia (Ogilvy Spain (OgilvyAction))
Client Service Manager: Israel Reyes (Ogilvy Spain (OgilvyAction))
Account Director: Javier Gónzalez Peñalosa (Ogilvy Spain (OgilvyAction))
Media placement: TV EARNED MEDIA - RTVE - JULY 2011
Media placement: TV EARNED MEDIA - TELE MADRID - JULY 2011
Media placement: TV EARNED MEDIA - ANTENA 3 - JULY 2011
Media placement: NEWS AGENCY EARNED MEDIA - EUROPA PRESS - JULY 2011
Media placement: RADIO EARNED MEDIA - RADIO 5 - JULY 2011
Media placement: RADIO EARNED MEDIA - ES.RADIO - JULY 2011
Media placement: RADIO EARNED MEDIA - COM.RADIO - JULY 2011
Media placement: RADIO EARNED MEDIA - ONDA CERO - JULY 2011
Media placement: RADIO EARNED MEDIA - ONDA VASCA - JULY 2011

Summary of the Campaign
Islazul, a shopping centre located in a neighbourhood on the south side of Madrid, is considered by this population core to be something outside of it. Though physically close, it is considered distant, remote, and poorly integrated. Islazul, through a summer action, wants to be considered one more neighbou, an accountable neighbour, who is emotionally close.

The Situation
If I want to be a neighbour, I must act like one. Islazul will take care of its neighbours' plants, while they are on vacation. How? By creating the first Hotel for Plants, it was advertised through direct marketing elements with the typical iconography for a hotel. Several viral online actions were taken: a website where a room, its music and amenities can be selected, and naturally, a true hotel-for-plants was built.

The Goal
And it worked. The action was very simple, but based in a deep and embedded insight: plants are normally left under a neighbour's care during the summer. the neighbourhood visited Islazul, and hundreds of neighbours requested information on the hotel's services. This action turned us into one more of the neighbours and the hotel reached an occupation of 98%. The favourable opinion changed radically, and this action ended up integrating and consolidating the mall's relationship with its closest clients.

The Strategy
The idea was disseminated using mass media like TV,press, radio and online resources, in such a way that it went beyond the limits of the neighbourhood, the city and the country, achieving worldwide repercussion. In addition, 142,393 persons visited the website and 107,172 visitors downloaded the hotel´s information.

Execution
This action turned us into one more of the neighbours and the hotel reached an occupation of 98%. The favourable opinion changed radically, and this action ended up integrating and consolidating the mall´s relationship with the closest clients.

Documented Results
In addition, 142,393 persons visited the website and 107,172 visitors downloaded the hotel´s information.