GUIADOS by DraftFCB Barcelona for Repsol

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GUIADOS

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Industry Automotive
Media Promo & PR, Case study
Market Spain
Agency DraftFCB Barcelona
Director Jorge Dorado
Art Director David Sousa, Alfredo Vaz, Carlos Torres, Diego Rodríguez Fraile
Copywriter Iñigo Andiarena, Eva Iglesias, Walter Belenky, Cristina Alonso Del Río, Elisa Lucía
Producer Rodrigo Ramos
Released December 2011

Credits & Description

Category: Automotive and Transport
Advertiser: REPSOL YPF
Product/Service: GUIA REPSOL
Agency: DRAFTFCB SPAIN
Executive Creative Director: Beto Nahmad (Draftfcb)
Head of Strategy: Manuel López Piñeiro (Draftfcb)
Art Director: Alfredo Vaz (Draftfcb)
Art Director: Carlos Torres (Draftfcb)
Art Director: Diego Rodríguez Fraile (Draftfcb)
Art Director: David Sousa (Draftfcb)
Copywriter: Eva Iglesias (Draftfcb)
Copywriter: Walter Belenky (Draftfcb)
Copywriter: Elisa Lucía (Draftfcb)
Copywriter: Iñigo Andiarena (Draftfcb)
Copywriter: Cristina Alonso (Draftfcb)
Director: Jorge Dorado (Draftfcb)
Producer: Rodrigo Ramos (Draftfcb)
Script: Jorge Dorado (Draftfcb)
Script: Beto Nahmad (Draftfcb)
Media placement: DIGITAL PR - Http://www.europapress.com/ - DECEMBER 1ST 2011
Media placement: DIGITAL PR - Http://www.eleconomista.es/ - DECEMBER 1ST 2011
Media placement: TV PR - Telemadrid - DECEMBER 1ST 2011
Media placement: PRESS PR - Www.expansion.com - DECEMBER 2ND 2011
Media placement: PRESS PR - Http://www.larazon.es - DECEMBER 2ND 2011
Media placement: DIGITAL AND PRESS PR - Www.as.com - DECEMBER 11TH 2011
Media placement: DIGITAL PR - Www.anuncios.com - DECEMBER 1ST 2011
Media placement: DIGITAL PR - Http://www.noticias.com/guia-Repsol-2012-Reinventa-Su-Edicion-Impresa-Y-Mantiene-Su-Apuesta-Digital. - DECEMBER 1ST 2011
Media placement: DIGITAL PR - Ttp://www.hola.com/noticias-De-Actualidad/02-12-2011/87673/ - DECEMBER 2ND 2011
Media placement: DIGITAL PR - www.eleconomista.es - DECEMBER 11TH 2011

Summary of the Campaign
We were asked to create an event to introduce the new Guia Repsol. Since we didn't want to do the typical premiere event, we decided to generate interesting content that would make people talk.

This way, we created 'Guiados', a road movie filmed real-time, with no established script, where our main characters didn't know what would happen next.

Throughout the movie, the main characters make a trip through Spanish grounds.They use clues and actors in disguise to discover their final destination.

To solve all the clues and riddles, they use Guía Respsol 2012 in all its formats: print, web and mobile. The Guiados premiere was made in an indoor drive-in theater made just for the release, with room enough for 500 vehicles and where more than 900 bloggers, journalists and thought leaders showed up.

The Situation
Repsol, one of the leading companies within the oil industry, is a large company with a wide range of products that includes the Guia Repsol, a well-known travel guide with a problem: they were not capable to reach a young target and to tell them about the guide´s new formats.

The Goal
The campaign intended to introduce the new Guia Repsol 2012 and its different formats, and reach a young target. In order to reach the target, we had to create an interesting and entertaining content that lived on digital formats.

The Strategy
We created an event an invited over 1,000 guests among bloggers, celebrities, media, etc. This way the media impact was guaranteed.

Execution
Since we decided to create not only an event but a content, we created 'Guiados', a road-movie filmed real-time, with no established script, where our main characters didn't know what would happen next. Throughout the movie, the main characters make a trip through Spanish grounds.They use clues and actors in disguise, to discover their final destination.

To solve all the clues and riddles, they use Guía Respsol 2012 in all its formats: print, web and mobile. The Guiados premiere was made in an indoor drive-in theatre made just for the release, with room enough for 500 vehicles and where more than 900 bloggers, journalists and thought leaders showed up.

Documented Results
The movie release was featured in the most important news media in the country.
We were featured in 190 local newspapers, 55 digital newspapers, 35 current-affairs magazines, 36 gastronomic magazines, 21 economic diaries, 26 free newspapers, 17 finance magazines and 11 national newspapers.

In total, the client saved €3,710,548 worth of advertising. Media repercussion was a success. We managed to turn an event into a whole advertising campaign.