Ruiz Nicoli Lineas: Nielsen Awards

Brief:
Re-Launch RNL as a "top-notch" advertising agency.

Implementation:
Nielsen was a whole campaign. The idea was to create a turning point in the Spanish Advertising Sector. So we launched rumors and news saying that we had been named "Agency of the Year" by Nielsen. Some people eve thought we had bought the Award. We ran banners on the finest business websites. But, we were not referring to Nielsen research. We show the true story at www.nielsenaward.com

Results:
The Campaign was News at Buenafuente the most seen late night show in Spain (70% share). We had free publicity generated as 250.000 Euros. We reach more than 15.000 views on Youtube in less than a week.

Why the method of promotion was most relevant to the service:
The method of the promotion was the most relevant because we gained the attention of the Sector. We reached more than 15.000 views of the main target in less than a week and we caught the attention of the mainstream media. We had huge exposure in advertising media, we did street marketing and local award shows promoting our award.

Advertising Agency: Ruiz Nicoli Lineas, Madrid, Spain
General Manager: Igor Negueruela, Ruiz Nicoli Líneas/Storm
Creative Chief Director: Breno Cotta
Group Account Director: Cristina Hawkins
Audiovisual Producer: Jan Fontecilla
Production Director: Leandro Yanco
Executive Director: Beatriz Cañal
Graphic Production: Marianna Bogliaccini
Program Director: Francisco García
Creative Director: Amaya Uscola
Online Account Supervisor: Paul Mato
Online Account Director: Silvia López Bravo

1 comment

NatalieM's picture
NatalieM
1687 pencils

Haha, way to generate buzz! I love the Leslie Nielsen connection. This looks like a great prank that produced positive results. Good one!

-Natalie
http://www.nataliemarion.com

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