Vodafone Promo BLESSED BAD GUYS by Shackleton Spain

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Spain
Agency Shackleton Spain
Executive Creative Director Alfonso Marian, Juan Silva
Creative Director Victor Aguilar, Nacho Guillo
Released May 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: VODAFONE
Product/Service: SPONSORSHIP
Date of First Appearance: May 21 2010
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/benditosmalvados
Executive Creative Director: Juan Silva (Shackleton)
Executive Creative Director: Alfonso Marian (Shackleton)
Account General Manager: Marta Gutierrez (Shackleton)
Brand Manager: Sandra Sevilla (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Creative Director: Victor Aguilar / Nacho Guillo (Shackleton)
Online Creative Director: Alvaro González (Shackleton)
Online Art Director: Javier Solo de Zaldívar/ Patricia Campuzano/ Teresa Nuñez / José Luis Díez (Shackleton)
Online Copywriters: Rubén Jiménez / Ana Amo (Shackleton)
Account Executive: Ana Caballero / Laura Fernández (Shackleton)
DM Creative Director: Monica Balanzategui (Shackleton)
DM Art Director: Alberto Talegon (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Front End Programmers: Santiago Bernabé/ Ana Pinedo/ Almudena Porras/ Miguel Garcia Sanguino /Miguel Ga (Shackleton)
Back End Programmers: Jorge Gil / Manuel Pedrera (Shackleton)
Digital Studio: Javier Baonza / Pablo Ingold (Shackleton)
Digital Producer: Gonzalo Fernández Cordoba (Shackleton)
Graphic Production Manager: Itxaro Vicuña (Shackleton)
Graphic Producer: Susana Herraez (Shackleton)
Media placement: TV Campaign - 2 Spots - Spanish TV Channels - May 2010
Media placement: Website - Internet - May 2010
Media placement: Mailing - 1 Shot - Media Opinion Leaders - May 2010
Media placement: Radio Campaign - 2 Shots - Spanish Radio Stations - May 2010
Media placement: Facebook Applications - Facebook - May 2010
Media placement: Print - 1 shot - Spanish Newspaper & Magazines - May 2010
Media placement: Banner Campaign - 7 shots - Internet - May 2010

Describe the objective of the promotion.
During each Sunday of the Formula 1 World Championship, Spanish people hearts roar as engines rooting for their great champion Fernando Alonso, in his Ferrari, sponsored by Spanish Bank Santander, to beat his British archenemy Lewis Hamilton in his McLaren, sponsored by the also British Vodafone.

The briefing is mainly how to create a positive connection between Spanish fans and their archenemy Hamilton and Button to capitalize Vodafone McLaren Mercedes sponsorship in Spain?

Brand objectives:
- Capitalize and make appealing the Vodafone Mclaren Mercedes F1 team sponsorship in Spain.
- Brand Engagement, awareness and positioning.
- Build relationship with Spanish F1 fans

Describe how the promotion developed from concept to implementation.
We accepted Hamilton's status as "the bad guy" and turn it into something positive.

Since "in films, the better the bad guy, the better the film" we created the "BLESSED BAD GUYS”, because this year someone had to add excitement to Formula 1.

Playing on the villains’ role we:
• Connected with people from an authentic position
• Generated complicity by appealing to humor and irony

We launched a TV and internet spot in which Hamilton and Button sent a clear message to the Spanish fans: "... If you think for one second that the good guy always wins at the end of the movie, think again. This isn’t Hollywood. This is Formula 1”

Explain why the method of promotion was most relevant to the product or service.
Along the months of the championship:

• TV and Internet spots: The rivals of the F1 "Spanish Armada" incited the Spanish fans assuming their role of villains and reminding that with them the championship is much more exciting.

• Radio and Print ads engaged users to enter the web.

• Online:
- Benditosmalvados.com: race contents, statements, exciting promotions, "bad guys" applications, advergaming, social applications.
- Banner campaign.

• PR Online and offline: Launch of campaign press conference and dynamic social media.

• Mailings to media leaders: Journalists received a box of Padron’s peppers, to remove all the excitement and surprise, the hot ones were marked.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Spontaneous and suggested awareness: 41% (Source: On Run Consulting). More than double the awareness reached in the previous season (16%) with the same budget.

- Vodafone reached the Top 3 Formula 1 Brand Associated Ranking in Spain. The other two were Santander and Redbull with investments 30 and 16 times higher.

- 390,000 visits to the website (Source: Bristol-Myers Squibb Report)

- 4 million fans and users impacted: 98% of target.