Brand Owner: Acciona
Date: October 2005
Media Agency: Universal McCann
Other Agencies: McCann Erickson
Media Channels: Print
Acciona is one of the largest holding companies in Spain. The challenge for Universal McCann was to find a way to emphasize the company's scale and scope and position it as one of the most important groups in the country.
The campaign's aim was to convince investors that this was a powerful, pioneering company.
|Acciona was the sole advertiser in six key periodicals, three national newspapers and three business magazines, for one day.|
To ensure the message wouldn't get lost in the clutter, Acciona decided to do something spectacular. It became the sole advertiser in six key periodicals -- three national newspapers and three business titles -- on Oct. 28. In total, the company ran more than 200 ads on that single day.
The ad spots communicated a variety of messages, all of which outlined the company's main values and activity. Some of the ads simply showed the Acciona logo.
The scale of the investment and the use of key titles convinced investors that Acciona was a credible, relevant brand. The strategy reached 98% of the target audience and brand awareness rose from 50% to 97% among the core target and the general public.
The media investment also attracted significant publicity both in the specialist marketing press and on TV, radio and in print.
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