Aquarius Fernsehen und Film, Digital Villages Sra Rushmore

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Villages

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Energy Drinks (en)
Medien Fernsehen und Film, Digital
Markt Spanien
Agentur Sra Rushmore
Creative Director Miguel Garcia Vizcaino, Marta Rico, Miguel Angel Torres, Angel Torres Y Lucas Paulino
Art Director Elena Delgado
Account Supervisor Ana Herrero
Veröffentlicht Februar 2013

Belohnungen

FIAP 2013
Creatividad Efectiva Productos y Servicios Sol de Oro

Kredite und Beschreibung

Advertiser: COCA-COLA SPAIN
Agency: SRA. RUSHMORE
Category: Acquisitions
Advertising campaign: VILLAGES
Creative Programmer: Barbara Dominguez (Sra Rushmore)
Art Director: Elena Delgado (Sra Rushmore)
Account Director: Marta Palencia (Sra Rushmore)
: Gabe Ibañez
Creative Director: Marta Rico (Sra Rushmore)
Executive Production: Miki Heras (Tesauro)
Account Supervisor: Ana Herrero (Sra Rushmore)
Creative Director: Lucas Paulino (Sra Rushmore)
Creative Director: Miguel García Vizcaino (Sra Rushmore)
Creative Programmer: Ruben Morato (Sra Rushmore)
Copy: Xisela López (Sra Rushmore)
Creative Director: Angel Torres (Sra Rushmore)
Executive Production: Pancho Alted (Tesauro)

Outcome
157 small towns joined the action52,000 “orphaned” Urbanites sent in their adoption applicationsOver 1,500 businesses were promoted on the Coca Cola websiteThe campaign resulted in the highest awareness increase for AquariusCampaign awareness increased by 17 pointsReceived over €3.5m worth of unpaid media and PRIncreased sales volume growth by a total of 4.6%, following months of negative sales trendsWe brought back in style hometown summer vacations, connecting orphaned Spaniards with the small towns who needed them.

Execution
Aquarius focused on the key Spanish audience insight: The importance of needing a hometown as a place to escape. The activation of this idea by connecting small towns and Urbanites made the campaign timely and breakthrough, resulting in unprecedented coverage by various media outlets. The use of the campaign’s website invigorated the towns and its establishments, providing the Brand a relevant role in society and bringing forth the Brand promise: We are an extraordinary country, filled with extraordinary people.

Implementation
For many years, Spaniards considered their family’s villages/towns of origin a low-cost, vacationing retreat but today, fewer people take their vacations and seldom go back to their hometown. Also, fewer people reside in small villages/towns resulting in less income for these small communities. Which is why Aquarius created a social network hub designed to provide displaced Spaniards a place where they could be “adopted” by small towns . The towns would once again come to life as these “orphaned” Urbanites connect with their new adoptive towns and small businesses, whose promotions centered around revitalizing revenue.

Client Brief Or Objective
Aquarius, Coca-Cola’s mineral sports drink from Spain, has always created resonating stories designed to inspire audiences and provide social value under the Brand positioning, “Human Beings are Extraordinary”. In 2012, the marketplace in Spain was especially dire with a continued economic decline. Aquarius needed to find a way to do its own part in improving Spanish communities.