Aquarius Fallmethode AQUARIUS AGENCY Sra Rushmore

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AQUARIUS AGENCY

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Branche Alkoholfreie Getränke
Medien Fallmethode
Markt Spanien
Agentur Sra Rushmore
Director Gabe Ibañez
Executive Creative Director Miguel Garcia Vizcaino, Marta Rico
Creative Director Miguel Angel Torres, Angel Torres Y Lucas Paulino
Art Director Amaia Ugarte, Guillermo Sanchez, Miguel Novillo
Producer Jose Calero Y Pablo Heras, Pancho Alted, Miki Heras
Account Supervisor Ana Herrero
Produktionsagentur Tesauro
Veröffentlicht Mai 2011

Kredite und Beschreibung

Category: Titanium and Integrated
Advertiser: COCA-COLA
Product/Service: AQUARIUS
Agency: SRA. RUSHMORE
Executive Creative Director: Miguel García Vizcaino/Marta Rico (Sra Rushmore)
Creative Director: Angel Torres (Sra Rushmore)
Creative Director: Lucas Paulino (Sra Rushmore)
Account Director: Marta Palencia (Sra Rushmore)
Account Supervisor: Ana Herrero (Sra Rushmore)
Programmer Director: Ruben Morato (Sra Rushmore)
Art Director: Amaia Ugarte (Sra Rushmore)
Art Director: Miguel Novillo (Sra Rushmore)
Art Director: Guillermo Sanchez (Sra Rushmore)
Copy: Carlos Mañas/Mayra Martinez (Sra Rushmore)
Account Executive: Veronica Barba (Sra Rushmore)
Photography: Paloma Rincon (Sra Rushmore)
Producer Agency: (Freelanceforfree)
Production Company: (Tesauro)
Director: Gabe Ibañez
Producer: Miki Heras/Pancho Alted/Pablo Heras
Postproduction: (Molinare)
Sound/Music: (Audioclip)
Media placement: TV - ANTENA 3, TELE 5, LA SEXTA, CUATRO - 26 MAY 2011
Media placement: ONLINE - LAERAAQUARIUS.COM - 26 MAY 2011

Describe the campaign/entry
The objective of Aquarius, a sports drink with mineral salts, was to reposition itself so as to appeal to consumers beyond the world of Sports. 2011 was a crucial year to propel this change and connect with consumers beyond the conventional media.

Aquarius had to change its destiny so we set our consumers a challenge. We wanted to inspire them to break away from conventions and show them that, in a way, force of habit may unconsciously restrict our freedom of choice.

The creative idea is based in a small but hugely defining hallmark: Our name. It is given to us from birth and it marks us, for better or for worse, for our whole lives. It’s something we didn’t choose. To solve this problem we created an on-line agency to provide assistance with the legal paper work for changing your name.

Describe how the campaign/entry was launched across each channel in the order of implementation
The idea of change revolved around an online agency to provide assistance with the bureaucracy of having your name changed. Users were able to fill out an application form to have their name changed on the www.laeraaquarius.com website. Once the application had been sent, our consultants got to work to offer advice and process each application, dealing will the tedium of all the paperwork.

We also wanted to engage those who didn't want to change their names, with 5 Facebook Apps that allowed them to play with the concept of a 'name-change'.

The mentors for our agency were the residents of Huerta del Rey that is listed in the Guinness Book of Records as the Spanish municipality with the strangest names.

In addition, three TV adverts (including 2 based on real stories), 3 videos on the internet and a graphic advertising campaign presented the idea.

Give some idea of how successful this campaign/entry was with both client and consumer
This promotion wasn’t just another page from the same old Aquarius marketing handbook. It was about doing away with inertia, not taking things for granted and making whatever changes you wanted. And it seemed to be working:
- 65% of Total Brand Communication Awareness, the highest in the recent history of the Brand, reaching Coca-Cola levels for the second time in the history of Aquarius.
-80% non-sport consumption.
-2,400,000 visits registered on the online agency, an all-time record, twice the average visits for a campaign for any other brand of the Coca-Cola Spain Company, including CocaCola.es
- Facebook Apps engaged 750,000 unique users exceeding fivefold The Coca-Cola Spain Company benchmark.
- 3,500 applicants used our Aquarius Agency for a change of name.
- 16,662 conversations and mentions in total throughout the internet, making Aquarius the second-most mentioned brand in Spain, after CocaCola.
- Over 200 free appearances in the media.