MESSAGE FROM SANTA CLAUS by Shackleton Spain for SHACKLETON

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MESSAGE FROM SANTA CLAUS

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Spain
Agency Shackleton Spain
Director Belen Gayan, El Cangrejo
Producer Inés Segura
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: SHACKLETON
Product/Service: SHACKLETON'S CHRISTMAS CAMPAIGN
Agency: SHACKLETON
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/message
Executive Creative Director, Art Director & Copywriter: Juan Silva (Shackleton)
Copywriter & Art Director: Antonio de Federico (Shackleton)
General Creative Director: Juan Nonzioli (Shackleton)
Account Manager: Luciana Borges (Shackleton)
TV Production Manager: Manuela Zamora (Shackleton)
TV Producer: Cristina Cortizas (Shackleton)
TV Editor: Paula Cuadrado (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Project Manager: Gonzalo Fernandez de Cordoba (Shackleton)
Digital Executive Creative Director: Alfonso Marian (Shackleton)
TV Editor: Jordi Canela (Shackleton)
Director: Belén Gayán
Director: El Cangrejo
Producer: Inés Segura
Production Company: (Agosto)
Sound & Music: (Infinia)
Sound & Music: (Beat Music)
Media placement: Email 1 Shot - Clients & Friends - 07/12/2009
Media placement: Email 1 Shot - National And International Media - 10/12/2009
Media placement: Internet Video - Message To Santa Claus - Web & Youtube - 07/12/2009
Media placement: Internet Video - Making Of - Web & Youtube - 07/12/2009
Media placement: Web (Spanish & English) - Internet - 07/12/2009 And On Going
Media placement: Youtube Channel (Spanish & English) - Internet - 07/12/2009 And On Going

Describe the objective of the promotion.

Over the years clients, industry colleagues and friends have come to expect a surprisingly original Christmas greeting from the agency, demonstrating our strong capacity for creativity and integration. On a tight budget, the objectives were: - To wish people a Happy Christmas and New Year - Showcase the agency´s capabilities - Consolidate the perception of “highly creative and integrated agency” amongst current and potential clients

Describe how the promotion developed from concept to implementation
At a festive time marked by economic crisis, thousands of parents had to explain to their children why they wouldn´t receive as many Christmas gifts. So rather than sending clients gifts, we provided them with an explanation that would protect their children: a fairytale in which Santa Claus himself sends an urgent message from Lapland. A few days before Christmas, Rudolf, his reindeer, suffered a small accident and injured his leg. Worried, Santa appeals to all children to ask him for fewer presents. That way, the sleigh will weigh less and will ensure that he gets round all the houses.

Describe the success of the promotion with both client and consumer including some quantifiable results
- National (Antena 3, TVE, TVE2) regional and international TV channels broadcast Santa Claus´s Message to the Children. - The repercussion in digital media, press, radio and TV racked up an earned media value equivalent to 120,000 Euros. - The most viewed news item on antena3noticias.com - Cadena 100 radio´s breakfast show “Buenos días Javi Nieves” broadcasted the message after an entire morning of creating expectations. - More than 8,900 visits to www.santaneedsyou.com from as many as 47 different countries and sovereign territories after just two weeks of the campaign. (Google analytics) - To date, 44,850 viewings on Youtube (http://www.youtube.com/user/santaneedsyou)

Explain why the method of promotion was most relevant to the product or service
1. Christmas greeting email to clients and friends asking them to visit the web and resendd the message to as many people as possible. 2. The Message from Santa Claus translated into 5 languages. 3. Making of: fairy tale documentary showing the process of creation. 4. Web and Youtube channel: users could watch and share using social networks. 5. PR: press release to media asking their help to broadcast the message. Santa Claus´s message was announced in the media as a real news item. Clients who had received the message previously knew it was the agency's campaign.