THE DEAL by Doubleyou for Atrapalo.com

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THE DEAL

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Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Promo & PR
Market Spain
Agency Doubleyou
Executive Creative Director Daniel Solana
Creative Director Xavi Caparrós
Art Director Blanca Piera, Maria Jesus Herrera, Ilaria Totaro
Copywriter Xavi Sole, Andrés Rubio
Designer Noemí Sánchez
Released July 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: ATRÁPALO
Product/Service: ONLINE TRAVEL AGENCY
Agency: DOUBLEYOU
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: DOUBLEYOU, Barcelona, SPAIN
Entry URL: http://festivals.doubleyou.com/2010/atrapalo_eltrato/promoprint/cannes.html
Executive Creative Director: Daniel Solana (DoubleYou)
Creative Director: Xavi Caparrós (DoubleYou)
Copywriter: Xavi Solé (DoubleYou)
Copywriter: Andrés Rubio (DoubleYou)
Art Director: Blanca Piera (DoubleYou)
Art Director: Ilaria Totaro (DoubleYou)
Art Director: Maria Herrera (DoubleYou)
Designer: Noemí Sánchez (DoubleYou)
Client Services Director: Anna Escorial (DoubleYou)
Account Director: Toni Polo (DoubleYou)
Account Executive: Pedro Costoya (DoubleYou)
Multimedia Designer: Toni Domínguez (DoubleYou)
Multimedia Designer: Laura Calvo (DoubleYou)
Media placement: Website - Internet - 01 July 2009
Media placement: Press Campaign "The Deal" - Newspapers: El Pais, El Mundo, La Vanguardia, Què?, 20 Minutos - 03 July 2009
Media placement: Wildposting - Madrid And Barcelona Wildposting Circuit - 03 July 2009
Media placement: E-Mailing - Atrapalo Clients Database - 03 July 2009
Media placement: Press Campaign "73% Girl" - Newspapers: El Pais, El Mundo, La Vanguardia, Què?, 20 Minutos - 16 October 2009
Media placement: Online Video "Interviews" - YouTube - 16 October 2009
Media placement: E-Mailing - Atrapalo Clients Database - 16 October 2009

Describe the objective of the promotion.
In a year of crisis, when we had hardly any budget, we were looking for an action to energise the site, attract traffic and give the Atrápalo brand more life beyond its own website. The campaign had three prime objectives. First, response – to boost visits to the site and let possible clients know about our product. Second, publicity. To make the communication profitable through such an unusual campaign, branding Atrápalo’s name on the minds of its target audience. Third, social discussion and online dissemination.

Describe how the promotion developed from concept to implementation
At the height of the economic crisis. What an irony. Thousands of rooms with sea views were standing empty, much to hoteliers’ despair, while thousands of people desperate to go on holiday had to stay at home, to their own despair. And Atrápalo was trapped in the middle, without any business. This gave rise to the idea – to give people the chance to go on holiday to those hotels and then pay whatever they wanted. 'Go on holiday without paying a single euro, and when you come back, pay us what you think is a fair price.'

Describe the success of the promotion with both client and consumer including some quantifiable results
The notoriety of the action brought returns in spades but, obviously, people didn’t live up to our expectations. A 20 years old girl, was honest enough to pay 73% of the real price. This led to follow-up communication actions for the campaign. We heralded our 73% girl as a star, thanking her for her honesty and rewarding her with a trip. In 2 weeks: - 500,000 visits to 'The Deal'. - 25,000 new Atrápalo clients. 5 million people visited Atrápalo. With economic crisis, and only 150,000€ for media, 2009 was the best year in terms of benefits for Atrápalo.

Explain why the method of promotion was most relevant to the product or service
The Deal was launched in the press, in wild postings and an online campaign, as well as by using the Atrápalo client database, enabling people listed on it to find out about the offer before anyone else. We hid a promotion in a new business model: pay per satisfaction. The campaign was covered in the media and led to extensive discussions in Internet forums, networks and blogs. Of course – how could people not talk about such an incredible offer? The response was so great that the client decided to repeat the action with the continuation: 'The Deal 2'.