Once-fundacion Once Promo, Case study LUIS CASTRO'S VIDEO CURRICULUM by Burson-Marsteller, Tiempo BBDO

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LUIS CASTRO'S VIDEO CURRICULUM

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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Spain
Agency Burson-Marsteller
Agency Tiempo BBDO
Creative Director Tomas Ferrandiz
Art Director Àlex Poblet
Copywriter Alber Fernandez
Released January 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: FUNDACIÓN ONCE/FSC INSERTA
Product/Service: DISABILITY AWARENESS
Agency: TIEMPO BBDO
Agency: BURSON-MARSTELLER BARCELONA
Chief Creative Officer: Siscu Molina (Tiempo Bbdo)
Creative Director: Tomás Ferrándiz (Tiempo BBDO)
Copywriter: Álber Fernández (Tiempo BBDO)
Art Director: Àlex Poblet (Freelance)
TV Production Manager: Anna Morell (Tiempo BBDO)
Strategy/Communication Director: Marta Bargalló (Tiempo BBDO)
Strategy/Communication Executive: Erika Martínez (Tiempo BBDO)
Communication And New Technologies Director: Montserrat Balas (Fundación Once)
Media placement: Corporate Communication - Online Media - 18 January 2012
Media placement: Corporate Communication - Blogs - From 19 Jan To 29 Feb. 2012
Media placement: Corporate Communication - Social Media - From 19 Jan To 29 Feb. 2012
Media placement: Corporate Communication - Print Media - From 19 Jan To 29 Feb. 2012
Media placement: Corporate Communication - Audiovisual Media - From 19 Jan To 29 Feb. 2012
Media placement: Corporate Communication - TV News - From 19 Jan To 29 Feb. 2012
Media placement: Corporate Communication - Radio - From 19 Jan To 29 Feb. 2012

Summary of the Campaign
- At the beginning of 2012, Spain was experiencing one of the worst job situations in its entire history with an unemployment rate of more than 20%. Of all groups, working-age people with disabilities were the hardest hit.
- The aim was to focus attention again on the issue of persons with disabilities being taken on by companies, which involved confronting a hostile employment environment.
- The idea was to create the first video CV by a person with Down’s syndrome looking for work. In the video, the person in question, Luis Castro, spoke plainly to the employers, listing the economic and tax benefits the company would obtain if they hired him. Listening to him was uncomfortable, but encouraging at the same time.
- The natural viralisation of the video, in conjunction with a solid strategy of official statements and press conferences, led to the video being viewed 240,000 times within a week and appearing in more than 360 Spanish media outlets, including prime time programmes on all the television channels, thereby making it a topical issue, obtaining a ROPI of nearly €600,000 and increasing the number of people hired that month via the ONCE/FSC Inserta job vacancies scheme by 256%.

The Situation
At the beginning of 2012, Spain was experiencing one of the worst job situations in its entire history with an unemployment rate of more than 20%. Of all groups, working-age people with disabilities were the hardest hit.

The Goal
The aim was to focus attention again on the issue of persons with disabilities being taken on by companies, which involved confronting a hostile employment environment in which this group had hardly any chance of finding a job.

The Strategy
The idea was to create the first video CV by a person with Down’s syndrome looking for work. In the video, the person in question, Luis Castro, spoke plainly to the employers, listing the economic and tax benefits the company would obtain if they hired him. Listening to him was uncomfortable, but encouraging at the same time

Execution
A double public relations plan was produced with a view to reacting one way or the other depending on the spontaneous success the video might have. Press releases and press conferences were prepared to boost the video if it failed to produce the expected results, while an alternative plan was drawn up in case the results did live up to expectations. 2 days after the start of the campaign, the latter option was put into practice in the light of the video’s huge success. The media were convened and press releases were issued revealing the campaign’s intentions and providing the final boost for it to eventually become a current news item.

Documented Results
- Documented Results:
- 240,000 visits in a week.
- In the top-ten most viewed videos in Spain that week.
- Reported in 360 media outlets.
- #soycapaz was retweeted 15,000 times in 2 days.
- It went to the top in Google on results.
- Visits to the portalento.com web site went up by 30%
- Estimated return of €600,000 (euro) on an initial investment of €10,000 (euro).
- Hundreds of emails received offering Luis a job.
- A 265% increase in the number of people with disabilities hired through Fundación ONCE/FSC Inserta.