Mindshare Promo, Case study ACCURATE RADIO COMERCIAL by Bassat Ogilvy & Mather Barcelona

Category: Best Consumer Engagement
Advertiser: MINDSHARE
Product/Service: MEDIA MANAGEMENT
Agency: OGILVY SPAIN/BASSAT OGILVY
Executive Creative Director: Camil Roca (Bassat Ogilvy & Mather)
Creative Director: Nacho Magro (Bassat Ogilvy & Mather)
Creative Director: Francesc Talamino (Bassat Ogilvy & Mather)
Copywriter: German Milanesi (Bassat Ogilvy & Mather)
Copywriter: Pablo Tamburini (Bassat Ogilvy & Mather)
Produccer: Tomas Pagés Balonga (Bassat Ogilvy & Mather)
Media placement: Radio - Radio Nacional 4 - 27/04/2012
Media placement: Radio - Cannes Judging Process. - Week Between 17-23 June 2012

Insights, Strategy & the Idea
We wanted to demonstrate that Mindshare is a company that manages media in an effective as well as creative way. How? Introducing our message in the Cannes festival so the first ones to hear it would be the creatives of the radio jury. If the radio commercial works it would be heard by the rest of the creatives and advertisers of the Festival.

Creative Execution
We use the judging process as a broadcasting platform for our radio commercial. Why? Because juries and creatives care about creativity and the optimisation of the media and in this radio commercial we’ve accomplished both things.

By the way, in order to meet the requirements of the competition we broadcasted it on the 27th of April in an radio show about advertising on the Spanish Nacional radio. This way we will be accurate and creative apart from legal.

Results and Effectiveness
100% effectiveness. We have reach to all of our target. The Cannes Radio & Media Jury.