CALLEJA STARS IN THE NEW GENERALI'S ADVENTURE

CHALLENGE

To increase brand awareness and to express brand values

ACTION

In Equmedia, media agency, we have develpe a Multimedia Campaign starred by the famous presenter Jesús Calleja, who represents the GENERALI values. Tha campaign takes place in TV, Radio and Digital Media. The launch had also brand days, facebook apps and quizs, and the special sponsorship of Calleja's show in Cuatro TV.

RESULTS

The campaign have just started and the awareness results an brand recognition are very impactufl... but the adventura have just begun.

LOVE IN THE TIME OF THE INTERNET

CHALLENGE

To create an action on the target’s own domain by speaking its own language and offering a viralizing content.

ACTION

Vanesa falls in love with a boy who drove her home on a Black Delta. She loses his phone number and decides to look for him by using her FB profile, uploading a video of her asking for help, and by hanging more than 3,000 signs around Madrid. Vanesa becomes a phenomenon among all those who believe in true love.

 

RESULTS

More than 10,400 views in YouTube, more than 220 friends, an active group looking for Mario in Facebook, dozens of commentaries on blogs, and a report on Carles Francino’s program Hoy por Hoy on La Ser radio station, in which Vanesa was interviewed during the first part, and Lancia and Equmedia emerged during the second part to discuss the new means of communication with the target. The video on its website became the most viewed during a whole week.

 

Q CHRISTMAS

CHALLENGE

To send a Christmas greeting to our friends by including them in the same, as well as to communicate our new image.

ACTION

We invited everyone to celebrate Christmas by having a cup of hot chocolate with churros, and for those who were more daring, to dance in a flash mob to the rhythm of a well-known Christmas carol, “Feliz Navidad.” To those whom we invited to dance, we had also sent them the choreography to learn all the steps. We created our Christmas greeting from the recording of the flash mob’s performance, which we sent out to all our friends via email.  

 

RESULTS

Despite the fact that it was one of the coldest mornings of the year (-4ºC), more than 200 people came to dance with us. Equmedia’s greeting video had more than 1,280 views in our YouTube channel. There were more than 2,321 views of the same on the on-line version of the main media in the sector, and the news was commented in blogs and specialized newspapers. Moreover, some media described us as the most refreshing agency of 2011. 

 

WE ARE WHERE THE TARGET IS

CHALLENGE

To bring the brand closer to a young target. Generate notoriety and a Cutting-edge image.

ACTION

Development of a WAP portal site for the brand to open an innovative communication channel and cover 45% of the potential brand users. It was launched on female, fashion, and lifestyle web portals in June (Enfemenino, Trendencias) through Brand Day, MPU, blogs, etc., the contest “Looking for Trendsetter” in Facebook, and the brand’s look&feel customization on the web portal Agentes de la Noche.

 

RESULTS

During the launching campaign of the WAP site, more than 349 unique users were reached, with more than 2,155 page views.

 

PUT A MEDAL ON

CHALLENGE

To raise awareness on condom use among the gay public.

ACTION

Development of a multimedia campaign in graphic media, exterior renderings, and the Internet. An action was developed in social networks by creating profiles and dynamizing the same through PR actions, flyers, and viralizing with medals and a buzz campaign with posts on different blogs. At the same time, web traffic was increased by incorporating QR codes in all the off-line communication. Moreover, it was complemented with a display campaign in different target-specific web portals and a SEM campaign. 

 

RESULTS

 

More than 2,600 current profile fans. The flyers campaign had a 15.4% of social clicks; the SEM campaign exceeded the 11.77% CTR, and the display campaign had a 0.17% CTR, which was 70% higher than the average at the time. There were more than 7,000 views at the tent in Plaza de España.

 

THE STREET IS THE MEDIUM

CHALLENGE

To identify RANA’s fresh pasta with a Balanced lifestyle.

ACTION

Carrera de la Mujer: Samplings will be handed out; product testing during an event that attracts large crowds.

 

RESULTS

15,000 participants, multimedia coverage, 4,000 product units to be handed out, more than 160 surveys.

 

IMPROVING THE SEO

CHALLENGE

To increase the website traffic for Lancia Spain.

ACTION

Building a site exclusively designed to increase organic positioning.

 

RESULTS

The page went from not appearing among the first ten pages in a search result at the beginning of the action, to always come up among the first ten, and the number of visits to the page increased by 35%.

 

IT IS NOT FOR THE GOLD

CHALLENGE

To root the purchase of tickets with an emotional component, along with the increase in sales of tickets with lower expectations. The target had to understand what was behind the purchase of every ticket.

ACTION

A campaign was created by integrating it on TV, the Internet, Exterior Renderings, and Radio. There were multiple special actions in which hosts of live TV and radio shows from the main stations participated by announcing the product. There were also morphings and product placement in the TV series El Comisario during five episodes through scripting. In the Internet, innovative formats were used, such as the peel-ad and virtual host. We used exterior digital formats, and there was a special edition of pizza boxes for Telepizza. 

 

RESULTS

 

An income increase of 11.63% and the awareness of HELP following the draw.

 

THE LION OF INSURANCES

CHALLENGE

ACTION

TV Campaign 4,500+ GRPs

Radio Campaign 600+ GRPs

STUDY ON GENERALI ADVERTISING VISIBILITY

 

RESULTS

A study was carried out with IMOP and through TOP OF MIND during the advertisement campaign period, in order to know the evolution of the brand awareness and the advertising impact of GENERALI among its target. The results obtained from the week prior to the campaign launch have been excellent, with numbers that indicate a 147% increase in brand awareness and a 535% increase in advertising impact.