LEO BURNETT IBERIA Promo, Case study FRED’S ARM by Leo Burnett Iberia Madrid

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FRED’S ARM

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Copywriter Fred Bosch
Digital Creative Juan García Escudero, Gilberto C. Barros, Fred Bosch
Released September 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: LEO BURNETT IBERIA
Product/Service: LEO BURNETT IBERIA
Agency: LEO BURNETT IBERIA
General Creative Director: Juan Garcia-Escudero (Leo Burnett Iberia)
Creative Supervisor: Fred Bosch (Leo Burnett Iberia)
Copywriter: Fred Bosch (Leo Burnett Iberia)
Copywriter: Juan Garcia-Escudero (Leo Burnett Iberia)
Art Director: Gilberto Barros (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Digital Creative: Gilberto Barros (Leo Burnett Iberia)
Digital Creative: Juan Garcia-Escudero (Leo Burnett Iberia)
Head Of Digital: Asier Garcia (Leo Burnett Iberia)
Media placement: s - s - s

Summary of the Campaign
Fred Bosch, a creative at Leo Burnett Iberia, wanted to get a tattoo, but he didn’t know which tattoo to choose.

Finally, he opted for a QR Code, and he programmed it so that it could change its content whenever he wanted (videos, photos, texts etc.).

When he showed his new tattoo in the agency, we realised we had a great opportunity facing us: a new advertising media space was born.

What brand wouldn’t be interested in advertising on Fred’s tattoo? An innovative space with a wide variety of targets, able to generate buzz in the media.

So we decided to make it available to those interested in a bidding at eBay.

A couple of hours later we got our target: The campaign reached the main journals, blogs and TV news in the country, with Leo Burnett Iberia as its main character. In the end a company who supports young creatives got the space, becoming the first brand to be advertised on Fred's arm.

The Situation
Fred Bosch, a creative at Leo Burnett Iberia, wanted to get a tattoo, but he didn’t know which tattoo to choose.

Finally, he opted for a QR Code, and he programmed it so that it could change its content whenever he wanted (videos, photos, texts etc.).

When he showed his new tattoo in the agency, we realised we had a great opportunity facing us: a new advertising media space was born.

The Goal
Generating buzz to Leo Burnett Iberia and placing the agency as an innovative, daring and current brand.

The Strategy
When Fred showed his new tattoo to the agency we realised we had a great opportunity facing us: a new media device was born.

Thus, we decided to hand it to any interested person through a bidding at eBay.

Execution
Fred Bosch, a creative at Leo Burnett Iberia, wanted to have a tattoo but he didn't know what picture to get. Finally, he decided to get a QR Code and programmed it so that it could change its content whenever he wanted (videos, photos, texts etc.).

When Fred showed his new tattoo to the agency we realised we had a great opportunity facing us: a new media device was born.

Thus, we decided to hand it to any interested person through a bidding at eBay.

Documented Results
A few hours later we had already reached 1 of our goals and the campaign was shown in the main newspapers, blogs and news on TV in the country with Leo Burnett as it main character.

Furthermore, the brand which dared to be advertised on Fred's arm obtained a great impact in the media.