CACAMBIATOR by Shackleton Spain for SHACKLETON

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CACAMBIATOR

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Director Juan Gama
Art Director David Ballester
Copywriter Nacho Guillo, Anais Ferrer
Released January 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: SHACKLETON
Product/Service: CHRISTMAS CAMPAIGN
Agency: SHACKLETON
Executive Creative Director: Nacho Guilló (Shackleton)
Account Manager: Luciana Borges (Shackleton)
Art Director: David Ballester (Shackleton)
Copywriter: Nacho Guillo (Shackleton)
Copywriter: Anais Ferrer (Shackleton)
Digital Art Director: Almudena Gonzalez (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Frontend Pogrammer: Pablo Ingold (Shackleton)
Digital Frontend Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Producer: Alejandro Colino (Shackleton)
Digital Frontend Programmer: Santiago Bernabe (Shackleton)
Video Editing: Paula Cuadrado/Paloma Martin/Luis Yrisarry (Shackleton)
Director: Juan Gama (Shackleton)
Graphic/Event Production Manager: Itxaro Vicuña (Shackleton)
Graphic/Event Producer: José Vicente Garcia (Shackleton)
Graphic/Event Production Manager: Fernanda Canuto (Shackleton)
Graphic Producer: Susana Herraez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Iraida Martinez (Shackleton)
Media placement: INTERNET SPOT - 4 SPOTS - SHACKLETON'S YOUTUBE CHANNEL - 21 December 2011
Media placement: EMAILING - 4 SHOTS - CURRENT & POTENCIAL CLIENTS, FRIENDS - 21 December 2011
Media placement: WEBSITE - INTERNET (SPANISH & ENGLISH VERSIONS) - 21 December 2011
Media placement: IPHONE & IPAD WEBSITE - SPANISH & ENGLISH VERSIONS - 21 December 2011
Media placement: DIMENSIONAL MAILING - 1 SHOT - SPANISH OPINION LEADERS - 21 December 2011
Media placement: OUTDOOR TRANSIT - T1 VOLKSWAGEN VANS - 21 December 2011
Media placement: LIVE STUNT - ITINERARY IN MADRID & BARCELONA - 02 January - 17 January 2012
Media placement: PRESS RELEASE - 2 SHOTS - SPANISH & INTERNATIONAL MEDIA - 21 December 2011
Media placement: FLEE MARKET OF GIFTS DEPOSITED IN THE CACAMBIATOR - SHACKLETON - 17 January 2012

Summary of the Campaign
The objective of this campaign is to use the agency's Christmas Greetings to demonstrate the creative capacity to our clients and friends in order to drive new business.

Undoubtedly, with Christmas comes a torrent of unwanted gifts: nylon socks, musical ties, lame CDs, etc. In fact, a study conducted by TNS in Europe revealed that 75% of Spanish people are not satisfied with their Christmas gifts.

So, Shackleton invented Cacambiator: the machine that swaps your worst Christmas gifts for something decent.

The machine-on-wheels visited more than 100 companies giving more than 800 people the chance to improve on their tasteless gifts.

The campaign featured the construction of three machines fitted into custom-made Volkswagen T1 vans, a website, several online spots, mailshots, PR strategy and Twitter monitoring.

Over 800 gifts were deposited in the Cacambiator and later sold in a flea market. The money was donated to NGO Action Against Hunger.

Thanks to a PR strategy, news quickly echoed in key media national (La Sexta, Antena 3, Telecinco) and international media(Televisa Mexico, RCN Radio Columbia, La Nación Argentina).

Cacambiator attracted such attention we couldn’t stop the general public from joining in. We had to add 5 days to the original itinerary because many clients who were out of the office and missed Cacambiator's visit phoned and wrote the agency to re-schedule their chance at using the Cacambiator.

The Situation
Every year the agency has to come up with an impacting Christmas greeting that is targeted at clients, potential clients and friends.

This is a perfect communication opportunity to impact potential clients and drive new business in a very competitive market.

PR is key to maximise the campaign's reach, since the agency has a very limited budget to roll out the campaign and no media plan. Keeping this in mind, the campaign was also directed to our media contacts so each one could have a chance to experience the Cacambiator in the first person and subsequently spread the news.

The Goal
The agency's Christmas campaign must:

- Demonstrate the agency's creative capacities in all disciplines to drive new business.
- Positively impact clients, reinforcing their decision of working with us.
- Reflect exclusiveness since it is especially directed to clients.
- Strengthen the agency's brand awareness and positioning.
- Echo as news content in national and international media with a minimum budget and no media plan.

The campaign was aimed at clients, potential clients (brand managers, advertising managers, CEOs, communication managers, etc), the agency's friends and national and international media contacts.

The Strategy
If nobody can stop ugly and tasteless Christmas gifts from existing, why don’t we invent something so people can change them for something better?

So, we invented Cacambiator: the machine that swaps your worst Christmas gifts for something better.

The machine-on-wheels visited more than 100 companies giving more than 800 people the chance to improve on their tasteless gifts.
The campaign featured the construction of three machines fitted into custom-made Volkswagen T1 vans, a website, online spots, mailshots and twitter monitoring.

The PR campaign planning included:
1. Campaign launch - Emailing to press contacts, press release and Mailshot to media.
2. Save the date - Emailing announced the date Cacambiator would visit each media.
3. Day before visit - Emaling reminded journalists date and time of visit.
4. Itinerary - Emailing and 2nd Press release with video footage and press materials.
5. Greatest moments - Emailing with a video of the greatest moments.

Execution
CAMPAIGN LAUNCH - 19/12
- Emailing to database redirecting to web containing internet spots, digital gift makeover, Cacambiator's itinerary.
- 1st Press release to industry, national and international media.
- Mailshot to opinion leaders of miniature Cacambiator with press materials.

SAVE THE DATE - 26/12
- Emailing: reminder of the date and time Cacambiator would park outside each office.

DAY BEFORE THE VISIT
- Emailing redirecting to web with 3 new internet spots of victims of trashy Christmas gifts.

ITINERARY – 02/01 to 17/01
- Cacambiator visited more than 100 companies in Barcelona and Madrid and parked outside Shackleton on the last day.
- 2nd Press release (04/01) video footage of machine and interviews.

FLEA MARKET AND DONATION - 19 and 20/01
We sold all the trashy gifts deposited in a Flea Market and the money raised was donated to Action Against Hunger.

GREATEST MOMENTS - 24/01
Emailing with final video.

Documented Results
- The Cacambiator visited more than 30 media including 8 national TV Channels. We wanted journalists to have a personal experience with the machine in order to later publish their stories.

- Three TV Channels (Televisa Mexico, La Sexta and TVE) asked to follow the Cacambiator on one of its days on the road to get exclusive footage for their channels.

- News quickly echoed in key media national (La Sexta, Antena 3, Telecinco) and international (Televisa Mexico, RCN Radio Columbia, La Nación Argentina) media.

- Once Cacambiator became news, it inevitably attracted such attention we couldn’t stop the general public from joining in. We added an extra day for the general public to have a shot a using the machine on wheels.

- Over 800 gifts were deposited in the Cacambiator and later sold in a flea market. The money was donated to NGO Action Against Hunger.