Title | MOTHER´S DAY |
Brand | CAMPOFRÍO |
Product/Service | NAVIDUL |
Category |
B03. Use of Audio Platforms |
Entrant
|
McCANN SPAIN MADRID, SPAIN
|
Idea Creation
|
McCANN SPAIN MADRID, SPAIN
|
Credits
Mónica Moro |
McCann Spain |
Chief Creative Officer |
Raquel Martínez |
McCann Spain |
Executive Creative Director |
Jon Lavín |
McCann Spain |
Executive Creative Director |
Miguel Moreno |
McCann Spain |
Copywriter |
Matías Visciglia |
McCann Spain |
Art Director |
The Campaign
Put a group of expatriate Spaniards to the test and find out whether they preferred serrano ham to spending a day with their mothers.
Creative Execution
HOW WE DID IT:
A week before Mother’s Day, we made real telephone calls to our victims that we recorded without them knowing it. We explained that they had to choose between two possible prizes:
1) To have their mother flown over to the city where they lived so that they could spend Mother’s Day together.
2) To have only their mother’s suitcase sent over, but filled with ham.
Once the calls were made, we broadcast them on the radio.
Of the 67 calls we made to sons and daughters living abroad, 80% chose the ham over their mothers.
We demonstrated that Navidul is always “the thing you can’t resist”, no matter what day it is.
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Insights, Strategy and the Idea
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