Title	PC EXPERIENCE
Brand	EL CORTE INGLÉS
Product/Service	MODERN PCS
Category	C06. 360 integrated brand experience
Entrant	EL CAÑONAZO TRANSMEDIA Madrid, SPAIN
Idea Creation	EL CAÑONAZO TRANSMEDIA Madrid, SPAIN

Name	Company	Position
Melisa Álvarez	El Corte Inglés	Head of Strategy
Susana Ugidos	El Corte Inglés	Content Strategist Manager
Miguel López	El Corte Inglés	Content Manager
Ramón Sanchiz	El Corte Inglés	IT Category Marketing & Sales Manager
Roger Casas-Alatriste	El Cañonazo Transmedia	CEO El Cañonazo Transmedia
Vicky Vasán	El Corte Inglés	Directora creativa ejecutiva y de arte
Luis Alcázar	El Cañonazo Transmedia	Creative Director
Victor Linuesa	El Cañonazo Transmedia	Creative Team
Irene Mairata	El Cañonazo Transmedia	Interactive Creative
Alberto Matas	El Cañonazo Transmedia	Creative
Sandra Serrano	El Cañonazo Transmedia	Creative
Cristian Liarte	El Cañonazo Transmedia	Director de servicios al cliente
Laura López	El Cañonazo Transmedia	Directora de cuentas
Manfredi Giannoni	El Cañonazo Transmedia	Producer
Jesús Cuesta	El Cañonazo Transmedia	Post Production

Why is this work relevant for Brand Experience & Activation?

Even with the best sales assistant help, buying a PC is not a very exciting experience. What processor is the best for me? What hard drive should I choose? On the other hand one of the funnest and more engaging experiences that you can have as a team is playing a Escape Room game. So, why don´t transform one experience into the other? Why don´t enhance the experience of testing, playing with and buying a PC? That´s exactly what Microsoft, Intel and El Corte Ingles - Spain´s #1 Department Store - have done with this campaign.

background

Nowadays, the computer sales market grows moderately, mainly due to the fact that people change their computers approximately every 5 years. In this fast-paced technological landscape, it means that in just five years, there are huge new developments that a lot of potential consumers do not know. From our insights, we know that ⅓ of the consumers don’t know what PC to choose, 79% don’t interact with the computers when they are in the store and 60% of the buyers are not satisfied with the purchase as they chose a computer that didn’t fit their needs. We needed to communicate and enhance the value of the latest generation of PC’s with SO Windows and Intel processors, as well as position the retailer, El Corte Inglés, as a place that brings the latest technology and innovation to the consumer in a comprehensible and relevant way.

Describe the creative idea (20% of vote)

PC Experience is a branded content 360º campaign developed around an experiential event: a technological escape room. For ten days, the “Ámbito Cultural” Room at El Corte Inglés’ shopping center in Callao (Madrid) was transformed into an innovation lab where consumers and El Corte Inglés’ technology sales team experienced first-hand the innovations of the latest PCs. Under the premise of living innovation from within, participants went inside a latest generation computer to beat one challenge: they had 30 minutes to escape by solving 8 mental challenges. Each of them associated with one of the PC’s newest features.

Describe the strategy (20% of vote)

The strategy was aimed at two main targets. A buying target: the general public, specifically young people interested in technology; and a prescription target: El Corte Inglés’ technological sales team. PC Experience was divided in three phases, with different objectives: 1. Prewarming & activation: the goals were to create awareness, visibility, and expectation for the main event. It was also important to generate engagement so the public could have a memorable experience. 2. Development: produce a live event where consumers could get a first hand experience and learn about the innovative features of the cutting-edge computers in an recreational way. Use the event to also show these features to the retailer’s technology sales team to enhance their preferences and increase the prospect of sales 3. Closing: the main objective is to achieve purchase consideration, helping the consumer find what PC meet their needs better in and educational and entertaining way

Describe the execution (30% of vote)

PC Experience was promoted through owned, earned and paid media, using gamified creativities. In chronological order, these are: 1. Prewarming & activation: Mini-games distributed in Instagram Stories and Facebook, highlighting the premises of the escape room: mental ability and technological innovation. Teaser Video distributed in social media and YouTube. Contest: the influencers Topes de Gama, chosen as brand ambassadors, challenged their followers to enter a contest to win a computer and the chance to compete against them in the escape room. Gamified invitations sent to the press, escape-room gamers and lifestyle influencers. 2. Development: Technological Escape Room. A raffle to encourage user generated content. Participants could upload their most original pictures of the event under #PCExperience to win a computer. 3. Closing and conversion: Case study videos to spread through professional media. A product review by Topes de Gamas in their channels. An interactive buying guide hosted in the website.

List the results (30% of vote)

Callao’s digital screen: +1 million impacts, with a media value of 50.000€ Press conference: +43 millions impacts, ROI 416.400€ Social Media: +7 million reach, +600.000 engagement, positive sentiment. Sales Team Training: 100% satisfaction, intention of prescription: 98’7% Influencers: 903.291 views in Instagram Stories, 6.668 total engagement. Press attendance to the event: 82.107 impressions, 70.424 reach, 15.275 engagement. Event participation: +1000 clients. All the tickets were sold out, the ones for the last turn was sold out in just 15 minutes.