SUPERFREAKONOMICS by Shackleton Spain for Random House

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SUPERFREAKONOMICS

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Industry Books, Book store
Media Promo & PR
Market Spain
Agency Shackleton Spain
Executive Creative Director Alfonso Marian
Creative Director Alvaro Gonzalez
Art Director Margarita Mora
Account Supervisor Eva Leoz
Editor Ana Amo
Released April 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: RANDOM HOUSE MONDADORI
Product/Service: BOOK LAUNCH
Agency: SHACKLETON
Date of First Appearance: Apr 5 2010 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/superfreakonomics
Executive Creative Director: Alfonso Marián (Shackleton)
Creative Director: Alvaro Gonzalez (Shackleton)
Creative Supervisor: Oscar Moreno (Shackleton)
Art Director: Margarita Mora (Shackleton)
Editor: Ana Amo (Shackleton)
Brand Manager: Javier Perales (Shackleton)
Digital Production Manager: Joaquín García-Morato (Shackleton)
Digital Producer: Rodrigo Alzugaray (Shackleton)
Creativer Programmer: Miguel García (Shackleton)
TV Producer: Rosa Moro (Shackleton)
Account Supervisor: Eva Leoz (Shackleton Buzz & Press)
Social Media Manager: Coque Pons (Shackleton)
General Manager: Javier Suso (Shackleton Buzz & Press)
General Manager: Rodrigo Miranda (Shackleton Buzz & Press)
TV Production Manager: Manuela Zamora (Shackleton)
Media placement: Internet videos - 1 shot - www.superfreakonomics.es and internet - 01/04/2010
Media placement: Internet videos - 3 shots - internet - 01/04/2010
Media placement: web www.superfreakonomics.es - internet - 01/04/2010 and ongoing
Media placement: Press Dossier to bloggers - top bloggers - 01/04/2010

Describe the objective of the promotion.
Turning Superfreakonomics into a sales phenomenon in Spain. This book is the sequel to Freakonomics, written by Steven D. Levitt and Stephen Dubner, in which they apply the economic tools in everyday life problems. The goals were, among others, to generate acceptance by the wholesalers (mainly booksellers and department stores) and, later on, demand among potential buyers of the book. This meant selling 30,000 copies during 2010.

Describe how the promotion developed from concept to implementation
We exposed different Economics students to the eccentric conclusions presented in this book, all of them supported by economic principles, recording their reactions and spreading them through the Internet. In order to do that, we conducted an experiment in a Spanish university: a surprise oral exam by a fake professor from a supposingly prestigious American university, and recorded it all with a hidden camera. First, we presented the campaign to the sales network, then to the booksellers and some days before the sale we spread the students’ reactions, generating traffic to a microsite.

Describe the success of the promotion with both client and consumer including some quantifiable results
- More than 15,000 copies had been sold during the first 3 weeks. The third edition of the book is under way. - Excellent positioning in booksellers and department stores, beating Freakonomics (which was a bestseller). - Content spreading by 10,000 students and more than 60 bloggers (27,000 visits to www.superfreakonomics.es in the first week and more than 100 references in blogs). - Masterclass with the authors (broadcasted by all the University channels). - Campaign sponsorship request by FNAC and huge order. - Great reception among booksellers and department stores, which have recognised the campaign generated demand among the buyers.

Explain why the method of promotion was most relevant to the product or service
Showing the students’ spontaneous reactions to the conclusions in the book we achieved to: - Transmit the reader’s feelings when he reads this book (humour, surprise, skepticism). - Generate viral effect, turning those spontaneous reactions into audiovisual content with the tone and part of the message of the book. - Generate traffic to the website to obtain more information about the book and take an economic test, carried out in the book’s same tone.