Jwt Promo, Case study CALLELAPALMA.COM by J. Walter Thompson Madrid

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Spain
Agency J. Walter Thompson Madrid
Creative Director Jaime Chávarri, Ivan De Dios
Art Director Nestor Santana, Virginia Adame, Jose Torrado
Copywriter Alberto Espeja, Carolina Piñeiro, Monica Douglas, Karolina Arija, Laura Martinez
Released October 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: JWT DELVICO
Agency: JWT
Date of First Appearance: Oct 20 2009 12:00AM
Entrant Company: JWT , Madrid, SPAIN
Managing Creative Director: Miguel Bemfica (JWT Delvico)
Creative Director: Ivan de Dios (JWT Delvico)
Creative Director: Jaime Chávarri (JWT Delvico)
Interactive Director: Curro Rubira (JWT Delvico)
Copywriter: Monica Douglas (JWT Delvico)
Copywriter: Karolina Arija (JWT Delvico)
Copywriter: Carolina Pineiro (JWT Delvico)
Copywriter: Laura Martínez (JWT Delvico)
Art Director: Nestor Santana (JWT Delvico)
Art Director: José Torrado (JWT Delvico)
Art Director: Virginia Adame (JWT Delvico)
Assistant General Manager: Fernando Martínez Corbalán (JWT Delvico)
Account Executive: Luis Peralta (JWT Delvico)
Account Executive: Diego Lobo (JWT Delvico)
Technical Director: José Vivar (JWT Delvico)
Agency Producer: Pablo García (JWT Delvico)
Copywriter: Alberto Espeja (JWT Delvico)
Media placement: STREET MARKETING - STREET - 20/10/2009
Media placement: MAIL DROP - BY MAIL - 20/10/2009
Media placement: POS (Personalised Poster) - SHOPS - 20/10/2009
Media placement: PRESS - El Periodico De La Publicidad - 10/11/2009
Media placement: WEB With Spots, Photos, Interview... - www.callelapalma.com - 20/10/2009
Media placement: ONLINE - Business Banner Campaign - 20/10/2009

Results and Effectiveness
Widespread coverage of the project: TV, radio, press and hundreds of blogs. Businesses are very satisfied with the action and are very keen for us to carry on doing things to contribute to street activity. Increased flow of local people to businesses Social awareness generated among local people Local businesses have been encouraged to undertake further activities with an eye on the future. 12% average sales increase in businesses featured. Consumers have come to realise the enormous value of small businesses over large surfaces, and are aware of the need to have expert, personalised advice for the purchase experience.

Creative Execution
Firstly • We proposed a campaign featuring every business as if it were a major advertiser. • We got in touch with the businesses to explain our idea. • Once they accepted we made them the stars of the campaigns. Secondly • Street marketing: generic posters along the street and in nearby streets, directing the attention to www.callelapalma.com • Mail drop: telling the local neighbours about our project and encouraging them to visit the businesses • POS: personalised posters at every businesses’ POS. • Online: business banners campaign. • Press: press pages featuring special offers by some businesses. • Web: a platform where we found the project manifesto and philosophy, spots, photos, information about businesses, situation, owners and protagonists, follower forums in which to comment and express opinions on the campaigns, suggest ideas and share information throughout the network

Insights, Strategy & the Idea
Business, marketing and communication aims • Business: increasing sales in small businesses in Calle La Palma in 2009 • Marketing: create public awareness of the small and traditional businesses • Communication: to attract people while helping the small businesses to create awareness of themselves, using an Agency’s advertising and its tools • To create awareness and advertising, with no type of advertising investment. Describe audience and relation with the brand. 1) Local residents and workers who are unaware of many of these establishments 2) Worldwide. Go beyond the bounds of this borough to introduce it to people who don’t usually visit it. • Explain the only insight that the brand worked with. • Confirm that even our own neighbours know that advertising sells. • Explain why this was relevant for the client and the audience. At first the client was sceptical, and later enormously grateful. As always, the audience decides on the relevance of the action.