El Corte Ingles Promo, Case study VALENTINES DAY DANCE by Media Planning Group

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VALENTINES DAY DANCE

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Media Planning Group
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: EL CORTE INGLÉS
Product/Service: PLANTA JOVEN
Date of First Appearance: Feb 2 2011
Entrant Company: MEDIA PLANNING GROUP, Madrid, SPAIN
Entry URL: http://www.sanvalentinsebaila.com
Account Director: Carmen Alcalde (MPG)
Account Director: Emiliano Chedresse (Media Contacts)
Account Executive: Marta Jimenez (Havas Entertainment)
Media Director: Antonio Moreno Rojo (El Corte Inglés)
Media placement: Microsite Www.sanvalentinsebaila.com. Starring Carlos Moreno “El Pulpo” - Www.sanvalentinsebaila.com - February 2nd 2011
Media placement: Online & Mobile Campaign In MSN - MSN - February 2nd, 2011
Media placement: Promotional Plan In Xbox Channels - Xbox Channels - February 2nd 2011
Media placement: Offline Media Campaign - Radio-Formula Networks And Free Press - Free Press - February 2nd , 2011
Media placement: Social Media Dinamization Reaching Top50 Bloggers And Facebook, Tuenti And Kedin Users - Facebook, Tuenti And Kedin - February 2nd, 2011
Media placement: Public Relations Campaign - Public Relations Campaign - February 2nd, 2011
Media placement: A Tent With 4 Kinects For Competition - A Tent With 4 Kinects For Competition - February 14th
Media placement: A Big Canvas For Valentine’s Dedications - A Big Canvas For Valentine’s Dedications - February 14th
Media placement: In-Store Customization - In-Store Customization - Ferbuary 14th
Media placement: Editorial Support Plan In MSN And Xbox - MSN And Xbox - February 14th

Insights, Strategy & the Idea
El Corte Inglés is a traditional retailer in Spain, looking to improve its positioning amongst young people. The main objective was to appeal to a modern, innovative, technological audience.
February 14th has become a very popular date in Spain, especially for teens and young people. Youngsters like to enjoy their lives. Friends are their main interest and appearance is very important for them. They love music, dancing, singing...
They are also urban and very interested in city events.
This is why we decided that San Valentine’s was a relevant territory to be associated with El Corte Ingles.
We created a Multimedia strategy around the 2º edition of “San Valentin se Baila”, an event that had been conducted in 2010 with great success among young people. We closed an agreement between El Corte Inglés, MSN, Xbox and Kinect to sponsor the event and gain closeness to our audience.

Creative Execution
The Strategy was carried out in two phases:

Phase 1: Event announcement (February 2 through 13)
• Microsite www.sanvalentinsebaila.com. Starring Carlos Moreno “El Pulpo”
• Online & Mobile campaign in MSN
• Promotional plan in Xbox channels
• Offline media campaign - radio-formula networks and free press- impacting more than 6.2 million people (OTS 3,6)
• Social Media dynamization reaching Top50 bloggers and Facebook, Tuenti and Kedin users.
• Public Relations campaign with more 200 media contacts.


Phase 2: Competition and Publicity (February 14-20)

• Hosted by Carlos Moreno “El Pulpo” and Ruth Medina, Dj and dancer.
• A tent with 4 Kinects for competition.
• A big canvas for Valentine’s dedications.
• In-store customization.
• The prize: Trip to Las Vegas + 1 Kinect + El Corte Inglés gift certificates.
• Special report posted in the Microsite.
• Editorial Support Plan in MSN and Xbox.

Results and Effectiveness
- Store traffic increased 8% vs. February 14th 2010
- Sales of videogames increased 63% vs. February 14th 2010.
- More than 63 million impressions served (Web & Mobile)
- 231.693 unique users visited the microsite.
- 900 couples took part in the contest
- TV & Radio publicity: three radio mentions and three TV reports.
- More than 50 posts in top tier blogs and online media.