Leo Burnett Iberia for laSexta – Alcatraz Delivery

Posted: July 9, 2012 | Author: | Filed under: Agency, Case History, Design, Direct, Event, Guerilla, Promotion, Spain, Viral | Tags: , , , , , , , , , , , , , | Leave a comment

For the launch of the series Alcatraz, the Spanish TV channel laSexta created a big buzz based on a prison delivery service. People could experience how it is to be in prison without leaving home by simply ordering typical food prisoners eat in prisons. The food was prepared by a frightening man and delivered by an escorted detainee.  Courageous clients could even address their complains to a customer service. The meals were also delivered for free to important bloggers and journalists in Spain to make the campaign go viral.

In parallel, laSexta used junk mails, virals, posters and the delivery van as a mean of communication.

The brief from the client
In order to launch J.J. Abrams’ new series, ‘Alcatraz’, we decided to give our viewers a prison-like experience from the comfort of their own home Our chef ‘Butch’ was in charge of preparing a truly disgusting meal that would be delivered by our inmates in the prisoners van, always under the custody of a police man. Each order came with a dossier with detailed information about the series.

Creative Execution
The prisoners, constantly watched over by a policeman, delivered a disgusting menu using a prison van, and every single order had a dossier with detailed information about the serial and the première on the Spanish TV channel La Sexta. We promoted our service with direct-mail advertising, posters, fridge magnets etc. Furthermore, we even created customer support line manned by the prisoners themselves, in case anyone would dare to complain about the food quality or the service.
 From concept to implementation
We promoted the service, as any other food delivery would. We used junk mail, posters, fridge magnets, etc. Orders were taken by phone or on the website. We even created a customer service call centre to receive complaints. Such a peculiar delivery soon caught the media’s attention and we even made a delivery to one of the highest rated TV shows in the country, which guaranteed Alcatraz was the most successful launch of the season.
Results
More than 1,500 orders were delivered during the first 2 weeks, generating buzz about the show and making Alcatraz the most watched première of the season, with 4.8m viewers.

Advertising Agency: Leo Burnett Iberia, Spain
Executive Creative Director: Juan García-Escudero
Creative Directors: Fernando Martín, Javier Álvarez
Copywriters: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio
Art Directors: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio, Seve Ruiz
Interactive Creatives: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio
Designer: Pouline Atencio
Year: 2012

Leo Burnett Iberia – Tura: the First Advertising Awarded Dog in the World

Posted: December 7, 2011 | Author: | Filed under: Agency, Awards, Cannes Lions, Case History, Digital, Direct, Event, Promotion, Spain | Tags: , , , , , , , | Leave a comment

How can an agency showcase its work and awards without arrogance. In a business where egos sometimes seem too big for an agency’s well being, Leo Burnett wanted to proudly celebrate its work and performance without ever crossing the line into arrogance. Tura, a stray dog from the agency’s creative director seemed just the perfect fit for this task.

 It’s a thin line between being arrogant and just plain informative, when one talks about his or hers agency’s awards and success. Leo Burnett Lisbon’s performance in the awards shows has been very successful. And it is no secret that the more creative an agency is, the better work it does and the more relevant and attractive it become in the eye of potential clients. Tura, the dog, became the right and genuine way of being able to say it all without ever crossing the line.
How? We named Tura, the dog, the agency’s creative director. And in every work submitted for an award, Tura was added. We also created a site, where one can see Tura hard at work picking ideas, concepts and displaying her awards. Tura, the dog, became an ambassador to the agency’s work. And with her as an integral part of our creative team, we were able to always talk about our creative work and results through the acts of a dog. The most creative dog in the world. Tura was further advertised via Direct mail, Dog USB Card with Agency Credentials, event and T-shirts.

Results: with over 5,000 views online Tura’s presentation video is a good example of this idea’s reach and success. Moreover, we have been approached through Tura’s site several times in the last year. Clients have been known to want to meet her in person. And as result, Tura, the dog is today the agency’s most popular spokesperson. And having received free press in trade magazines and online, the return in investment is above the norm in this market by far.

Advertising Agency: Leo Burnett Iberia
Executive Creative director: Chacho Puebla
Creatives: Juan Christmann, Ricardo Toledo
Year: 2010