Dygra Films, while working on the production of "Holy Night!" in 2008, had available a universe of Christmas characters with unique characteristics that they wanted to present in an innovative and pioneering way.
Manolo Gómez, President of the company, saw the great opportunity arising from creating The First Ad in Digital 3D.
When you think about about Christmas, the first major brand popping up to our mind was Coca Cola, and we thought it was the perfect client for moving our strategy forward.
Our approach was to locate the advertising agency that represented this brand, McCann Erickson and make a joint approach with the agency.
McCann Erickson loved the idea, but Coca Cola didn´t agree : (
Far beyond surrender, we continued our search for further clients that might be interested in our approach, and finally we presented the campaign to Movistar.
Movistar say YES! : ) and under the creative direction of McCann Erickson´s agency, we began working together gathering and producing the audiovisual content required for the campaign.
Key Issues:
The Challenge launched by Movistar:
Communication Challenge
-To strengthen the position of Movistar in the area of innovation
-To strengthen the position of Movistar in the area of innovation
-To improve Movistar´s awareness in the following brand attributes:
Preferred brand,orientation, leadership.
Preferred brand,orientation, leadership.
-Marketing Challenge:
-Gain 900,000 new customers
-Loyalty and attracting new customers.
Key strategy: Innovation
The agreement between Movistar and Dygra Films, producing pioneering Spain 3D animation, for:
-Using the latest 3D digital technologies.
-Launching the first 3D stereoscopic SPOT.
-Continue the campaign at the release of the film "Holy Night" produced by Dygra Films.
Key Creative:
The advertising campaign is a mini-trailer of the movie Holy Night! revealing the main story line: the rivalry between the two Christmas traditions: Santa Claus and The Three Magic Kings, but keeping one secret ingredient: that the actors are the actual characters of the upcoming film. The campaign is re-created "as an enjoyable" competition between the two Christmas traditions where the characters are fighting to see which one is giving the best gift this season. The actress Anabel Alonso gave her voice to the character Sheep Rita.
Communication actions
Communication activities were carried out were beyond 360 degrees, as the 3D covered cinema, television, print press, outdoor, radio, relationship marketing, mobile marketing, online microsite, presence in YouTube or social networks, home communications, trade marketing, public relations and merchandising with a parade of kings.
Outcome: A huge success!
-One of the most pioneering campaigns in technological innovation:
It was launched the first ad in the 3D advertising history in Spain.
It was launched the first ad in the 3D advertising history in Spain.
-Movistar strengthened its position in the area of innovation.
-Improved perception of the Movistar brand, making it more attractive.
-All brand attributes above the competition: Mark preferred, customer focus, leadership.
-One of the best-selling campaigns: It covered 107% of marked high goals.
-High impact and ability to generate media coverage by the characters, tone and music.
-One of the most memorable and notorious campaigns.
-1700 GRP´S in 3 weeks.
-Campaign Effectiveness Award Nominee 2009.
Conclusions:
The possibility of issuing the first spot in Digital 3D was a unique and pioneer event in the advertising history of Spain. The viewer is dragged into an immersive experience while the Movistar logo creates a surprising effect among the public when it is hovering over their heads. We're talking about 2008, a year before the boom of the Digital 3D "Avatar" became a protagonist.
This experience proves that there is still plenty to come up with in the arena of advertising campaigns which will drive beneficial approaches in terms of innovation, and leading to a neat agreement for everybody:
For Dygra Films: Because Movistar raised the profile of the characters before the release of the movie "Holy Night!". And because the company was a strategic pioneer in promoting a film, 3 years ago.
For Movistar: Because they leveraged existing unique characters and they linked them with their brand, strengthening the company´s position in innovation, and allowing them to make the first advert in Digital 3D and improve their brand image and attributes with a high-profile campaign with a wide coverage.
The Following video, not screened in Theatres , shows an alternative version produced in anaglyphic format. To see the three-dimensional effect it is Necessary to use glasses with red and blue lenses.
http://www.youtube.com/watch?v=Ts9RWxDefv4
TV Spot not screened in Digital 3D
http://www.youtube.com/watch?v=Hi_h38j-KEc (more than 35.00 visits)
TV Spot 2 not screened in Digital 3D
http://www.youtube.com/watch?v=Dx2wTryQPvo (over 90,000 views)
For further information on how to create an awesome Digital 3D ad, please check the link below:
http://www.dygrafilms.es/mailings/Digital3D/Digital3D_online_ENG.htm
Dygra Films
Leading Spanish Animations 3D productions. It is one of the companies with the widest experience in Digital 3D productions with his own label Dygra Native Digital 3D.
http://www.dygrafilms.com
Telefónica-Movistar
Leading Spanish Telecommunications Company. Operating globally, it is one of the largest fixed-line and mobile telecommunications companies in the world: the third largest company in terms of number of customers, only behind China Mobile and Vodafone, and one of the top five in terms of market share
http://www.movistar.com/
McCann Erickson
A global advertising agency network, with offices in more than 130 countries. McCann is a subsidiary of the Interpublic Group of Companies, one of the four largest holding companies in the advertising industry
www.mccann.comTweet
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