YouTube Promo, Case study QUIJOTE by Sra Rushmore

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QUIJOTE

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Industry Website, Portals
Media Promo & PR, Case study
Market Spain
Agency Sra Rushmore
Released September 2010

Credits & Description

Category: Technology and Manufacturing
Advertiser: GOOGLE
Product/Service: YOUTUBE
EXECUTIVE CREATIVE DIRECTOR: MIGUEL GARCIA VIZCAINO (SRA RUSHMORE)
CREATIVE DIRECTOR: EDUARDO DE LA HERRAN (SRA RUSHMORE)
CREATIVE DIRECTOR: EZEQUIEL RUIZ (SRA RUSHMORE)
PROGRAM DIRECTOR: FILIPPO DELLA CASA (SRA RUSHMORE)
PROGRAMMER: JUAN CARLOS ALONSO (SRA RUSHMORE)
ACCOUNT DIRECTOR: CARLOS MURILLO (SRA RUSHMORE)
ACCOUNT SUPERVISOR: VERONICA BARBA (SRA RUSHMORE)
PRODUCTION COMPANY: ALVARO OLALQUIAGA (THE KITCHEN FILMS)
MOTION GRAPHICS: JUAN LUIS RUEDA
Media placement: ONLINE - INTERNET - 29/09/2010

Summary of the Campaign
Youtube is the most popular video-sharing platform in the world, often viewed as full of homemade and low quality content.

In order to combat this negative perception, we came up with a relevant idea to the Spanish audience.

With the help of the Royal Academy of Language Arts, we kicked off the world’s first online read-aloud of Don Quijote. QUIJOTE 2.0, a collaborative effort on YouTube.

Thanks to a channel, a Yoodle, and a campaign, thousands of people signed up to read a piece of the story. In just a few days, we had received thousands of videos from Spanish speakers from all around the world. The Institute of Cervantes Studies had the task of choosing the 2,267 best video read-aloud clips from the massive stock that poured in. These videos would make up the most universal version of Don Quijote ever assembled.

Every Spanish media outlet, TV, radio, or print, spread news of the event. The videos flooded in and the four and half million plays made the reading of Don Quijote a smashing success in user participation. And the only reward was simply being a part of one of the most important Spanish cultural events in Internet history.

The Situation
Youtube is the most popular video-sharing platform in the world, often viewed as full of homemade and low quality content. In order to combat this negative perception, we came up with a relevant idea to the Spanish audience. An idea so great you can’t believe you didn't think of it first.

The Goal
The goal of the campaign was to reach as many Spanish people as possibe through a simple but widespread action. So we decdied to creation the first video read-aloud of Don Quijote in Spanish in Internet history. With a very low media budget to work with, we aimed to create a major buzz and to make the news in both online and offline media.

The Strategy
We brought in the Spanish Royal Academy of Language Arts to add an official tone to the proposition and strengthen the image of the project in the media. We also involved the Institue of Cervantes Studies to arrange and evaluate the video readings we recieved.
Two press conferences, an ad campaign, and special events on university campuses made the reading of Don Quijote on YouTube an event that redifined the possibilities of the Internet. It made the news on TV, radio, and print, but the word of mouth advertising among Spanish people was the most powerful.

Execution
The event activation lasted one month.
It all began on a dedicated YouTube channel where we allowed users to choose a passage from Don Quijote from Google Books to read over a webcam. This would eventually form part of the entire novel.
We announced the event to Spanish media outlets at a press conference at the Royal Academy Language Arts.
We came up with an ad campaign that appeared on YouTube and Google for one week.
We created special events at the major Spanish universities, where students partcipated live in this important project.
Once we had received all the video readings, the Institute of Cervantes Studies chose the 2,267 best-read passages to complete the most comprehensive version of Don Quijote in history. These clips were compiled by the Royal Academy of Language Arts and will live on the Internet for the rest of time.

Documented Results
The first objective was to collect readings of the 2,267 passages necessary to finish the complete video of Don Quijote.
We received over 9,000 videos and went through each and every one to choose the readings that worked best with the text of the novel.
We got nearly 4.5 million hits on our YouTube channel and there are over 1.6 million search results on Google on the event.
With a modest media budget and a powerful PR campaign, we made it right up there with the biggest campaigns and best ideas of the year.