La Prensa Grafica Promo, Case study WRAPPING ADS by APEX BBDO El Salvador

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Industry Newspapers
Media Promo & PR, Case study
Market El Salvador
Agency APEX BBDO El Salvador
Creative Director Salvador Martinez
Released December 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: GRUPO DUTRIZ
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: APEX BBDO, San Salvador, EL SALVADOR
Creative Director: Salvador Martínez (Apex BBDO)
Account Executive: Marta García (Apex BBDO)
Marketing Director: Alex Monterrosa (La Prensa Gráfica)
Marketing Manager: Marcela Molina (La Prensa Gráfica)
Marketing Chief: Sandra Peña (La Prensa Gráfica)
Media placement: Newspaper - Newspaper - 07 12 2009

Results and Effectiveness
It was such a success that each day the newspaper came out with gift wrapping paper ads, the circulation increased between 10 and 15 percent. The gift wrapping papers ads were a big success that will be replicated for the important days of the year such as valentine’s day, mother’s day and others.

Creative Execution
We turned our Christmas ads into wrapping paper for Christmas gifts, which was how we helped our users skip gift-packing queues.

Insights, Strategy & the Idea
Wrapping Ads Newspapers are full of offers on Christmas season and instead of doing another Christmas campaign we saw the opportunity to give something useful to our readers using our own resource.