STORE+ - SELLING STORIES OF HOPE by Leo Burnett Iberia Madrid for Red Cross

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STORE+ - SELLING STORIES OF HOPE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Portugal
Agency Leo Burnett Iberia Madrid
Director Andre Santa Cruz
Creative Director Renato Lopes, Daniel Palma
Copywriter Erick Rosa, Fernando Duarte, Fernando Martin, Oscar Lopez Sainz
Client Service Director Clara Marchan, Ana Paula Lopes De Figueiredo
Released December 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: PORTUGUESE RED CROSS/SPANISH RED CROSS
Product/Service: RED CROSS
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Client Service Director: Paula Lopes/Clara Marchan (Leo Burnett Iberia)
Account Director: Inês Almeida/Marta Guimarães/Maria Fernandez (Leo Burnett Iberia)
Account Executive: Renata Ferreira (Leo Burnett Iberia)
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Creative Director: Erick Rosa/Renato Lopes/Daniel Palma/Oscar Lopez-Sainz (Leo Burnett Iberia)
Art Directors: Renato Lopes/Daniel Palma/Julita Pequeño/Seve Ruiz/Emilia Bertola/Cova Diaz/Nico (Leo Burnett Iberia)
Illustrations: Thiago Arrighi/Renato Lopes/Alessia Federici/Julita Pequeño/Seve Ruiz/Emilia Ber (Leo Burnett Iberia)
Photos: Claus Stellfeld (Garage Photo)
Photos: Julita Pequeño (Leo Burnett Iberia)
Images: (Corbis/Getty Image Corbis)
Copywriter: Erick Rosa/Oscar Lopez-Sainz/Fernando Martin (Leo Burnett Iberia)
Production Director/Spots Tv Producer: Cristina Almeida (Leo Burnett Iberia)
Producers: Cristina Almeida/António Franca/António Junior/Rui Caracol/Natacha Martin (Leo Burnett Iberia/Mastershot)
Video Producer: Hugo Lage/Ricardo Costa (Leo Burnett Iberia/Mastershot)
Digital Producers: Rodrigo Barona/Mónica Rocha/Fred Bosch (Leo Burnett Iberia)
Film Production Company/Sound Production Company/Music: (Garage Films/Indigo Sound/Library)
Director: André Cruz (Garage Films)
Executive Producer: Miguel Varela (Garage Films)
Voices Over: Paulo Pires/Alexandra Lencastre
Media placement: Integrated - TV,Radio,Ambient,Web,PR,Event - 10/12/2009

Describe the objective of the promotion.
After last year's success the Store+ that sells Hope evolved. A new concept, a new package. Stories of Hope. Hope again changed the meaning of giving a gift, but this time in a completely different way. The objective was clear: help the Red Cross by getting donations for its main causes in Lisbon and Madrid. To promote Hope as the perfect gift and in a completely new package.

Describe how the promotion developed from concept to implementation
Last year we sold a product you could not see or touch - but feel. This year we promoted a product you could not see but imagine. The Store looked like a replica of a bookstore, but with a twist: all the pages in every book were blank. Each book had an inspiring title directly related to a cause (Ex.: The Child that Learned to Smile.) And anyone who bought Hope in the form of these books contributed to turn these stories true.

Describe the success of the promotion with both client and consumer including some quantifiable results
Both Stores were a success and helped the Red Cross write some of the happiest stories ever. Such a success, that both stores were left open more than originally planned and closing hours were extended on some of the busiest days. On opening night both had a greater public than the adjacent stores in the respective malls. The promotion of Hope now in the form of books added strenght to the idea. And the belief that this is just the beginning.

Explain why the method of promotion was most relevant to the product or service
The fact that books cater to our imagination gave us the perfect tool reach our audience in the Christmas season. Hope, as a product once again struck a chord with the public. Hope, now in a new format showed to be an excellent and inspiring gift alternative tis year. This method showed again to be a success due to the power of imagination and the compassion that exists during Christmas. The promotion of Stories of Hope was the novelty people needed to once again embrace the Store.