Cannes Lions
TAPSA | Y&R, Madrid / FUNDACION INTHEOS / 2016
Awards:
Overview
Entries
Credits
Description
This time we don’t wanted to do a simple ad, we wanted to do something more. For that reason we decided to sell the ad space to all the brands that wanted to join our cause.
A double ad page in “Hola” magazine costs 50.000€, bur to appear in our ad brands only needed to pay 2.000€, 4.000€ or 6.000€.
Besides, we recorded videos with Marina, our host, inviting all major CEO of the most important brands in Spain to buy space in our ad.
Execution
• Implementation:
We launched 2 ads: the first for selling our blank ad space, and the second one filed with all brands that join the cause.
• Timeline:
4/2/2016 to 4/3/2016
• Placement:
"Hola" magazine and Internet, cinema, billboards and Newspapers.
• Scale:
1.000.000 magazines
Outcome
• Business impact:
More than 1.000.000€ donated.
• Response rate
45%
• Impressions:
More than 5.000.000
• Change in behaviour:
The brands that joined our cause put their differences and competitive spirit aside to help who need the most.
• Consumer awareness
consumers and brands joined the cause and currently remain committed to the foundation.
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