KING´S CUP by McCann Madrid for Asefa Estudiantes

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KING´S CUP

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Industry Sports Teams & Events
Media Promo & PR
Market Spain
Agency McCann Madrid
Director Igor Fioravanti
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Art Director David Fernandez The Cyranos
Copywriter Isidro Casanova
Producer Marta Perez De Tudela
Account Supervisor Jesús Martínez Soris
Released January 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: ASEFA ESTUDIANTES BASKETBALL CLUB
Product/Service: BASKELBALL CLUB
Agency: McCANN ERICKSON
Date of First Appearance: Jan 5 2010 12:00AM
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://www.interachtung.com/estudiantes
General Creative Director: Leandro Raposo (McCan Erickson Spain)
Executive Creative Director: Pablo Stricker / Pablo Colonnese / Mónica Moro (McCan Erickson Spain)
Creative Director - Copywriter: Jon Lavin (McCan Erickson Spain)
Copywriter: Isidro Casanova (McCan Erickson Spain)
Art Director: David Fernández (McCan Erickson Spain)
Agency Producer: Diego Mañas (McCan Erickson Spain)
Account Supervisor: Jesus Martínez (McCan Erickson Spain)
Account Manager: Nuria Rosselló (McCan Erickson Spain)
Director: Igor Fioravanti
Producer: Marta Perez De Tudela
Production Company: Ovídeo
Media placement: TELEVISION - ANTENA 3 - 01/03/2010

Describe the objective of the promotion.
The objective was to motivate the fans of this basketball team, Asefa Estudiantes to travel up to Bilbao to support their team during the final rounds.

Describe how the promotion developed from concept to implementation
A modest Spanish basketball team, ASEFA Estudiantes, was, for the first time on its way into the final rounds of the King’s Cup. They had to win three matches to reach the final. In order to motivate their fans, someone had the idea of testing the faith of players, staff and supporters before playing the tournament. Using phone calls and candid cameras they were tempted with highly appealing alternative plans for the same day as the final. The players proved the faith they had in themselves in every case. And, more importantly, the encouragement from their fans rang out from the stands in each of the matches their idols played.

Describe the success of the promotion with both client and consumer including some quantifiable results
The result was the encouragement from their fans which rang out from the stands in each of the matches their idols played.

Explain why the method of promotion was most relevant to the product or service
Using phone calls and candid cameras they were tempted with highly appealing alternative plans for the same day as the final. So the players really proved the faith they had in themselves in every case. And, more importantly, the encouragement from their fans rang out from the stands in each of the matches their idols played.