ENGLISH VILLAGE by LA DESPENSA INGREDIENTES CREATIVOS for Pueblo Ingles

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ENGLISH VILLAGE

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Industry Language schools
Media Promo & PR
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Creative Director Belén Coca
Art Director Ignacio Iñigo
Copywriter Raul Cirujano Y Lolo Ortega
Released May 2010

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: PUEBLO INGLÉS
Product/Service: LANGUAGE LEARNING
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: May 12 2010
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Entry URL: http://www.ingleslejosdecasa.com
Creative Executive Director: Miguel Olivares (La Despensa)
Creative Executive Director: Javier Carrasco (La Despensa)
Creative Director: Belén Coca (La Despensa)
Account Director: Alfredo González (La Despensa)
Account Executive: Juncal Roig (La Despensa)
Art Director: Ignacio Íñigo (La Despensa)
Copywriter: Raul Cirujano (La Despensa)
Creative Programmer: Rubén Morato (La Despensa)
Media placement: Online Campaign - Http://www.ingleslejosdecasa.com - 12 May 2010

Describe the objective of the promotion.
To sell all openings for the 2010 summer programme, getting parents to send their kids to the Pueblo Inglés Summer Camp instead of abroad.

Describe how the promotion developed from concept to implementation.
Sun, siesta, party… the Spanish already know that there are lots of great things in Spain and we wanted to make them see all the bad things outside of Spain: natural disasters, laws to let citizens carry weapons, wild animals that kill people…

We did totally the opposite of promoting our product. We actually promoted the competition! By using humour, we created a free portal with useful advice on travelling abroad and free English lessons to help you when you are far away from home.

Explain why the method of promotion was most relevant to the product or service.
With a very limited budget, we developed a successful strategy by changing expectations about what an educational campaign should be. We used irony and most of the politically incorrect Spanish clichés about foreign countries to connect with our clients and communicate our product’s advantages, which gave us great notoriety to reach our sales objectives.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Total success. All places at the summer camps were completely sold. 3,500 in a mere 2 weeks! The campaign had great coverage in the media with 237,674€ of free publicity.
We obtained a wild and entertaining campaign that moved like wildfire through cyber channels and was even seen by the US Embassy (although it seems like they didn’t like it so much).