MARCA- FORMULA 1 by Optimedia Madrid for UNIDAD EDITORIAL

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MARCA- FORMULA 1

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Spain
Agency Optimedia Madrid
Creative Director Javier Roldan
Account Supervisor Jesus Martin-Buitrago
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: UNIDAD EDITORIAL
Product/Service: MARCA TV
Date of First Appearance: Mar 19 2011
Entrant Company: OPTIMEDIA, Madrid, SPAIN
Business Development Director: Carlos Casado (Optimedia)
Creative Director: Javier Roldán (Optimedia)
Account Director: Macarena Meliá (Optimedia)
Innovative Account Supervisor: Nacho Colmenero (Optimedia)
Account Supervisor: Jesús Martín (Optimedia)
Media placement: Ambient Media - Cars Outdoor Mirrors In Malls Parking Lots - 19 March 2011

Insights, Strategy & the Idea
MARCA TV decides to buy part of the rights. MARCA TV is a sports themed channel with very low share but also MARCA is a sports newspaper and ranks nº1 in terms of national circulation.
MARCA TV is sports in essence. They are specialists in sports, best latest news, best sports TV journalists...
Since there are other competitors broadcasting the championship MARCA needs to gain awareness to attract viewers.
The communication goal was to communicate “watching the F1 on MARCA TV is being part of the F 1, like if you were driving a F1 car”.

Creative Execution
The idea consisted on placing an electrostatic film on the outdoor mirrors of the cars with a F1 car image as if it were riding at the coattails, with the following message: “since next march 25th you will live in MARCA TV the F1 like never before”.
The action takes place in the most important Mall's parking lots, placing 25.000 films.

Results and Effectiveness
Results forecast of a +2 points increase in TV share during the Championship