Cruzcampo Promo DESAFIOCRUZCAMPO.COM by Bassat Ogilvy & Mather Madrid

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DESAFIOCRUZCAMPO.COM

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Industry Beers and Ciders
Media Promo & PR
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Creative Director Camil Roca, Oscar Pla
Art Director Carles Patris
Copywriter Jose Antonio Ildefonso
Released April 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: CRUZCAMPO
Product/Service: BEER
Agency: BASSAT OGILVY
Date of First Appearance: Apr 24 2010
Entrant Company: BASSAT OGILVY, Barcelona, SPAIN
Art Director: Carles Patris (Bassat Ogilvy & Mather)
Copywriter: Jose Antonio Ildefonso (Bassat Ogilvy & Mather)
Creative Director: Oscar Pla (Bassat Ogilvy & Mather)
Creative Director: Camil Roca (Bassat Ogilvy & Mather)
Media placement: 3 Spots - TV - April 24, 2010
Media placement: Website - Internet - April 24, 2010

Describe the objective of the promotion.
Cruzcampo, sponsor of the Spanish Football Selection, decided to conduct a promotional marketing action for the World Cup 2010.

Describe how the promotion developed from concept to implementation.
Cruzcampo decides to take a ball from Madrid, the capital of Spain, to South Africa, host of the 2010 World Cup.
The ball travelled 7,993 km with the help of 2,356 volunteers in 64 days. The ball was delivered to the national coach on behalf of all the Spanish supporters.

Explain why the method of promotion was most relevant to the product or service.
For the high visibility that gained promotion in the media and internet, the action was launched by 3 spots and could continue through the web, print and television.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It was the most watched World Cup promotion and increased sales by 25%.