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Iberia
BEST
PRACTICE
April 08
By
Norma del
Barrio
BACKGROUND
LACK OF AWARENESS WITHIN
TARGET DUE TO:
Broadcasted by LA SEXTA, recently
created channel with small TV share
at late night schedule and by TNT
(pay TV).
MODERATE SALES OF PREVIOUS
SEASONS WERE AFFECTED BY THE
ABOVE.
And we must find a way to solve
this!
OBJECTIVES
1.MAXIMISE SALES OF SEASON 3 BY
REPROMOTING THE WHOLE SERIES.
2.SEARCH NEW FANS BY BRINGING
THE PRODUCT TO A MORE SPECIFIC
TARGET.
STRATEGY
 CREATE A FAN PHENOMENON BY
BRINGING THE SERIES TO REAL
LIFE:
Who can feel more identified
than officers themselves?
 DEVELOP A FIELD MARKETING
CAMPAIGN TO HAVE PRESENCE
THROUGHOUT OFFICES OF MAIN
SPANISH CITIES.
 TO ESTABLISH A RELATIONSHIP
WITH FANS.
FIELD MARKETING
IN THE RIGHT
PLACE
What a best place to involve
fans than around a coffee
machine?
200,000 IMPACTS!!!:
100,000 BARCELONA and 100,000 MADRID
WE CREATED COFFEE CUPS
TO BE EXPENDED BY THE
COFFEE MACHINES AT THE
OFFICES OF HUNDREDS OF
COMPANIES.
USING A NEW
COMMUNICATION
TOOL
WE INVITE THEM TO EXPRESS
THEMSELVES
AND SHOW US THEIR OFFICE
“CHARACTERS” AND FUNNY VIDEOS AT
OUR WEBSITE

AND CREATING
THE SPANISH
COMMUNITY OF
“THE OFFICE”
WE HOPE THIS IS
THE BEGINNING OF
A NICE “WORKING”
RELATIONSHIP.
HOPE YOU
ENJOYED!

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Acción PR para lanzamiento DVD serie "The Office"

  • 2. BACKGROUND LACK OF AWARENESS WITHIN TARGET DUE TO: Broadcasted by LA SEXTA, recently created channel with small TV share at late night schedule and by TNT (pay TV). MODERATE SALES OF PREVIOUS SEASONS WERE AFFECTED BY THE ABOVE. And we must find a way to solve this!
  • 3. OBJECTIVES 1.MAXIMISE SALES OF SEASON 3 BY REPROMOTING THE WHOLE SERIES. 2.SEARCH NEW FANS BY BRINGING THE PRODUCT TO A MORE SPECIFIC TARGET.
  • 4. STRATEGY  CREATE A FAN PHENOMENON BY BRINGING THE SERIES TO REAL LIFE: Who can feel more identified than officers themselves?  DEVELOP A FIELD MARKETING CAMPAIGN TO HAVE PRESENCE THROUGHOUT OFFICES OF MAIN SPANISH CITIES.  TO ESTABLISH A RELATIONSHIP WITH FANS.
  • 5. FIELD MARKETING IN THE RIGHT PLACE What a best place to involve fans than around a coffee machine? 200,000 IMPACTS!!!: 100,000 BARCELONA and 100,000 MADRID WE CREATED COFFEE CUPS TO BE EXPENDED BY THE COFFEE MACHINES AT THE OFFICES OF HUNDREDS OF COMPANIES.
  • 6. USING A NEW COMMUNICATION TOOL WE INVITE THEM TO EXPRESS THEMSELVES AND SHOW US THEIR OFFICE “CHARACTERS” AND FUNNY VIDEOS AT OUR WEBSITE 
  • 8. WE HOPE THIS IS THE BEGINNING OF A NICE “WORKING” RELATIONSHIP. HOPE YOU ENJOYED!