PAST. PRESENT. PROXIMITY.
| Title | PAST. PRESENT. PROXIMITY. |
| Brand | PROXIMITY |
| Product/Service | ADVERTISING AGENCY |
| Category |
A04. Crisis Communications & Issue Management |
|
Entrant Company
|
PROXIMITY MADRID, SPAIN
|
|
Advertising Agency
|
PROXIMITY MADRID, SPAIN
|
Credits
| Eva Santos |
Proximity |
Chief Creative Officer |
| Susana Pérez |
Proximity Madrid |
Executive Creative Director |
| David Vijil |
Proximity Madrid |
Creative Director |
| Gerardo Vaquerizo |
Proximity Madrid |
Art Director |
| Antonio Jiménez |
Proximity Madrid |
Art Director |
| Raúl Somaza |
Proximity Madrid |
Copywriter |
| David Vijil |
Proximity Madrid |
Copywriter |
| Gemma Selga |
Proximity Madrid |
Agency Producer |
| Erika Martín |
Proximity Madrid |
Account Supervisor |
| Lidia Del Puerto |
Proximity Madrid |
Account Executive |
| Elías Maldonado |
Proximity Madrid |
Editor |
| Teresa Muñoz |
Proximity Madrid |
Editor |
| Leticia Hueda |
Freelance |
Photographer |
| Jorge Colomer |
Freelance |
Director Of Photography |
The Campaign
To tell the story of Proximity’s 20-year plus history through an impactful industry focused image campaign and make every professional that has worked at the agency a participant.
The Brief
Through the despatch of ‘the career path wallet’ we sought out a direct response from the most well-known industry professionals that have passed through our agency by alluding to their experience with us so that they would post the campaign on their Social Networks, and by doing so converting them into agency ambassadors for our future employees and clients. Additionally, we sought out a direct response from employees and ex-employees, not only in the form of site visits but also through the personalisation of the online career path wallet of all professionals in the sector.
Execution
We decided to tell the story of our history through 11 of the finest professionals to have been part of Proximity.
We sent out 11 personalised packages, inside each, a “CAREER PATH WALLET”, a special tribute handmade by a master leather craftsman, bringing together all of the business cards that compose the professional life of each of these individuals. A personalised wallet that unfolds the stellar career journeys of promotions and agency changes by including, after an arduous process of investigation and redesign, the original business cards of each of these professionals.
However, the most important and newest business card was also included. We gave each person a special edition card created with fragments of the recycled business cards of everyone who has worked at our agency. This card affirms the new post of each of these 11 individuals, an honorary position that they will hold from now and forever at Proximity.
1. The sense of belonging among employees increased from 26% at the beginning of 2014 to 92% at the beginning of 2015, according to an internal survey held annually by North Star Consulting Group. (http://northstarconsulting.net/ )
2. 64% of employees who have worked and currently work at Proximity created their career path wallet at proximityandme.es
3. The career paths shared by means of employees and former employees across social media reached 204,000 Facebook users, with the video watched over 40,000 times.
4. Wallets sent out to 11 people improved Proximity’s brand image and reputation, appearing in 90% of the sector’s main publications in Spain and generating almost €84,000 in earned media.
Calls from new clients increased by 200% over the same month in the previous year.
The Strategy
The campaign targets all of our clients, ex- and future clients, staff and ex-staff and every professional and media publication in the Spanish advertising industry.