Once a year, CEPSA, Spanish Oil Company, invites its current and potential clients to an exclusive weekend at Sanlúcar de Barrameda (Andalucia, South of Spain) for a special event, the “San Lúcar Horse Races” at the beach. To provide an unforgettable experience for all of those that attend the event during the weekend using a communications plan capable of highlighting its moments.

Capitalize the investment subsequently, generating a sales increment in current clients and in first-time sales of potential clients.

A curious device leads the plan called: Zoetrope.(Stroboscopic machine from 1834. Cylinder with slits cut vertically in the sides. As the cylinder spins the user sees the static pictures producing the illusion of movement.) During the sequence of the plan, each communication includes a different “stroboscopic band” related to the message of the mailing: Invitation to the horse race: “galloping horse”Dinner 1: “waiter lifting the cover off”Concert: “orchestra conductor”Welcome: “someone waiving hello”Dinner 2: “a couple cheers”After the weekend we communicated the Incentives Program: Cruise Raffle: “cruise boat” Bicycle: “wheels and pedals”MP3: “Michael Jackson”

87% of those invited attended the races with the invitation from Cepsa (140% of the target).Several congratulatory messages from the recipients of the invitations were received.