PLAZA LAS AMERICAS Promo, Case study PLAZA STUDIOS by J. Walter Thompson San Juan

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Director Joel Pérez
Art Director Héctor Buscaglia
Editor Pablo Espada
Released January 2010

Credits & Description

Category: Best Use of Branded Content
Product/Service: SHOPPING CENTRE
Date of First Appearance: Jan 20 2010 12:00AM
Vice President Regional/Creative Director: Jaime Rosado (JWT San Juan)
Interactive Creative Director: Manuel Torres Kortright (JWT San Juan)
Associate Creative Director/Copywriter: Miguel Fernández (JWT San Juan)
Art Director: Héctor Buscaglia (JWT San Juan)
Agency Producer: Noro Sebastián (JWT San Juan)
Account Executive: Gretchen Pueyo (JWT San Juan)
Hocus Pocus Audio Engineer: Carlos Dávila (JWT San Juan)
Account Executive: Laura Priegues (JWT San Juan)
Editor: Joel Pérez (Latitude 18)
Editor: Pablo Espada (Latitude 18)
Director: Joel Pérez (Latitude 18)
Media Planner: Rebecca Pérez (Mindshare)
Media Planner: Johanna Martínez (Mindshare)
Media placement: TV Launch 2 X 60ss - Cable, Local Network - 20/02/2009
Media placement: TV Campaign - 9 Spots - Cable, Local Network - 01/03/2009
Media placement: Webisodes - 12 Chapters - - 01/03/2009
Media placement: 3 Student Short Films - - 22/03/2009
Media placement: Voting Sweepstakes - - 07/09/2009
Media placement: Movie Premiere / Award Ceremony - Caribbean Cinemas - 07/10/2009
Media placement: 1 TV Program - PRTV - Local - 14/10/2009

Results and Effectiveness
Plaza Studios generated a year’s worth of branded content including commercials, webisodes, three 3 short films, a sweepstakes, a movie premiere and a TV programme. Traffic to our web site tripled, page views quadrupled and time spent on the site went up 27% due to the content created by the project. All with a production budget of less than $180,000.

Creative Execution
We created Plaza Studios, a film contest that gave three students a scholarship to shoot their first movie, with one condition: they had to find everything they needed for their films at Plaza. We launched the project during Oscar season and provided the students with the mentorship of an Oscar-nominated director. The students had more than 300 stores at their disposal to find everything they needed. Their search became our TV campaign; our spots invited our target to follow the contest online, where we showed the process and the movies as well as the stores behind the scenes. The public voted for their favourite film, which was premiered at the mall’s movie theatres. At the conclusion of the project, the three films became part of a TV show about the process.

Insights, Strategy & the Idea
Plaza Las Americas, the largest mall in the Caribbean, has more than 300 exclusive stores, each with its own advertising budget and brand image. Our target, women 18-49 years, is extremely loyal to these stores. Our client asked us for the traditional 30-second commercial to showcase their great variety of stores. We decided to generate content that goes beyond the 30 second spot, and creates hours of branded entertainment to solve the problem. We based our message on a simple insight: Your life is a movie; everything you need to produce it is at Plaza Las Americas. From a dress for a senior prom, to a ring for a wedding, people come to Plaza Las Americas to find what they need to produce the scenes of their life. Our message established an emotional connection to shopping at Plaza and created a positioning that no single retailer or smaller mall could deliver.