Title	CALLE 13 EXPERT IN CRIME
Brand	NBC UNIVERSAL CALLE 13
Product/Service	TV CHANNEL
Category	B04. Use of Digital Content
Media Agency	MINDSHARE Madrid, SPAIN
Entrant Company	MINDSHARE Madrid, SPAIN
Media Agency 2	MINDSHARE Madrid, SPAIN

Name	Company	Position
Álvaro Bermúdez De Castro	Mindshare Spain Sau	Partner Invention
Gema De Los Ríos	Mindshare Spain Sau	Partner Client Leadership
Paola Munoz	Mindshare Spain Sau	Director Client Leadership
Jorge Morata	Mindshare Spain Sau	Head Of Creation
Marta Malo	Mindshare Spain Sau	Executive Client Leadership
Diego Fernández De La Hoz	Mindshare Spain Sau	Executive Invention
Alba Calatayud	Mindshare Spain Sau	Executive Invention

Brief Explanation

13th Street’, needed a strong brand campaign to change its position to ‘experts in crime’ with a low budget. To get that, we take advantage of their expertise in production, by generating content that highlights that they know better than anyone else the entertainment sector and the audiovisual codes. But we know that target is overexposed to advertising, so we need to develop this combining both: creativity in content and in the use of media. So we create a 6 second video format to introduce 13th Street’s logo and ‘Experts in crime’ claim on target’s timelines in an organic way.

Results and Effectiveness

Objectives were exceeded in the first week. NBC UNIVERSAL wants to export this format to their international network. They use our short movies as bumpers on their TV channel. Display: 110% global performance CTR% 135% above benchmark 5% CPM optimization Facebook: 399% global performance 75% CPC optimization CTR% 180% above benchmark +2MM unique users 2.000 new fans Twitter: 836% global performance CTR% 275% above benchmark 88% effective CPE optimization CTR% 275% above benchmark Youtube: 282% global performance 5MM views 75% CPV optimization +90% complete views, 355% above benchmark Performance: 21MM launched impressions 833k clicks 8,2MM views 111 GRP’s (+35% vs objective) 48,3% Reach (+14% vs objective)

Creative Execution

Based on our core target media consumption, we plan a 100% online campaign, with social media as the main media, and with display formats in the main national dailies to enhance the campaign reach and frequency. Furthermore, this collection of mini-movies will be fed in 13th street social media networks, reaching & attracting followers through Vine, Youtube, Twitter, Facebook, etc. In addition to social media platforms, we use this short movies as video in banner and pre-roll so, due to this special length, it’s impossible to skip it and we can ensure almost 100% of videos are viewed completely, 100% views with a CPT cost.

Insights, Strategy and the Idea

We proposed to create 30 surprising stories, demonstrating that ‘13th Street’ is the expert in crime. And we did it with an impactful innovative format with the shortest length possible, 6 seconds videos that could be broadcasted in absolutely all social and media platforms, deeply related to our core target media consumption. Doing this, we ensure that audience will appreciate and share our campaign because we are giving them entertainment content. And the most important, they always see at the end 13th street logo and claim. This format increases the awareness of the brand, improving frequency, reach and visibility multiplying our impacts.