Jwt Promo, Case study THE LIMITLESS CELEBRATION by J. Walter Thompson Mexico

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Mexico
Agency J. Walter Thompson Mexico
Released September 2010

Credits & Description

Category: Corporate Communication
Advertiser: JWT MEXICO
Product/Service: CORPORATE IMAGE
Communication Director: Belinda Cabrero (JWT Mexico)
Communication: Iliana Olay (JWT Mexico)
Media placement: Newspaper - News Article - Reforma - Major National Newspaper - 10, September, 2010
Media placement: Online Media - News - Multipress - Online Mexican Publicity Media - 10, September, 2010
Media placement: Online Magazine - Article - Merca2.0 - Local Publicity Media - 10, September, 2010
Media placement: Magazine - Interview Online - Canal 100.com - 13, September, 2010
Media placement: Newspaper - News - Excelsior - Important National Mexican Newspaper - 13, September, 2010
Media placement: Blog - News - Promomarkonline - 13, September, 2010
Media placement: Online Media - News - Latinadsales.com - Regional Publicity Media - 14, September, 2010
Media placement: TV - Interview - HSM - Global Economy Media - 30, September, 2010
Media placement: Magazine - Article - ¡Hola! - Socialite - 6, October, 2010

Summary of the Campaign
JWT Mexico made history at the 57th edition of the Cannes Lions Festival, by winning four (one silver and three bronze) Lions with work created for the Mexican Red Cross and Kimberly Clark. This achievement represented a milestone for the Mexican advertising industry. Neither JWT Mexico nor any other agency in Mexico had ever achieved this type of result.
This was the event that drove the Public Relations and the Communications Division to develop and implement a strategic post Cannes plan that would allow the agency to continue generating a positive reputation for the JWT Mexico brand based on the four Cannes Lions obtained. All of this would build on the efforts spent on developing this campaign prior to the Cannes competition.

The result, in general terms, produced a highly positive impact on the advertising industry ― including the agency’s own clients, as well as other agency customers, industry associations and the media and positioned JWT Mexico as a media company that put Mexico’s name on the map, in terms of creativity.

The Situation
Post Cannes celebration:
JWT Mexico celebrates the unprecedented winning of four Lions.

Invite agency staff, clients, friends and media to celebrate the four Lions JWT Mexico won in Cannes. Simply celebrate. This was all. A transcendent strategy
After analyzing the eventful milestone, the JWT Mexico Communication Division argued that the celebration should not be limited to an individual celebration of the Agency’s achievement, but rather become an inclusive event shared with its two clients: the Mexican Red Cross and Kimberly Clark, and the Mexican national advertising industry as a whole, which the agency worthily represented.

The Goal

Boost JWT Mexico's reputation inside and outside the agency and position it
as a socially responsible company engaged in worthy causes that creates
award-winning projects for commercial brands.

We wanted to:
. Thank the Mexican Red Cross for trusting JWT to handle its annual fundraising campaign
. Further strengthen ties with Kimberly Clark
. Give the Mexican Red Cross and Kimberly Clark a symbolic plaque
. Encourage JWT Mexico staff to celebrate their success
. Create a rapport with clients, industry leaders, associations, media
and advertising icons
. Guarantee strong special guest attendance
. Secure great media coverage

The Strategy
• Organize a cocktail celebration at a "trendy" venue, the Mexico City Art and Design Center.
• Assemble an exposition to showcase both clients’ winning pieces, including the children’s toy slot machines JWT Mexico created for the Mexican Red Cross.
• Press kit, including the idea to produce a press release that exalted the fact that this achievement belongs both to JWT Mexico and the Mexican advertising industry.
• One-on-one interviews
• Photographic coverage
• Monitoring activities

August, 2010:
- Created the invitation to the event
- Prepared the winning pieces exhibition
September 2010:
- Publish the press release
- Media coverage of the celebration
- One-on-one interviews
- Monitoring

Documented Results
• Positive reputation for the agency, positioning it as a socially responsible brand that does pro bono work for the community
• Positive impact on the advertising industry
• Great attendance by agency directors, clients, staff members, presidents of multinational and major local agencies, industry association presidents, and journalists. Total: 550 guests
• Additional attendance levels reported by the people that visited the exposition for three days: 500 walk-in guests
• The Red Cross included the event in the annual summary of achievements it presents to the President of Mexico and the country's political leadership
• Media coverage:
- Over 45 articles published in local and regional media
- One TV program
- Video interview with a major local media
- Coverage value: USD $110,000