Category: FLUOR Projects

Advertiser: AMC Networks

Brand: AMC

Campaign: Digital content strategy

What did they ask us for?

The AMC television channel (Breaking Bad, Mad Men, Fear the Walking Dead, The Terror…) wanted to develop a content strategy for their digital media. To do so, we were asked to present a proposal that would help them increase not only their viewing community bus also the level of organic engagement across their different digital channels.

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Advertiser: NBC Universal

Brand: SYFY

Campaign: SYFY Event at the Vodafone television department

What did they ask us for?

SYFY, the science fiction channel from NBC Universal, wanted to make a powerful presentation to one of its partners, Vodafone. To do so, they needed a corporate event at the Vodafone headquarters that would offer guests a surprise and which would, at the same time, convey the essence of the channel. In addition to this, a small gift for guests would also need to be organised.

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Advertiser: Grupo Pacha

Brand: Lío Ibiza

Campaign: Strategy of digital content and management of Paid Media campaigns

What did they ask us for?

Lío Ibiza is the leading cabaret club restaurant in Ibiza. It combines a show, haute cuisine, personalities, quality and music. A mix of elements that make up a great experience, all in an unbeatable environment and at a key location.

Lío Ibiza asked us to develop a digital campaign, the creation of a content plan that reflected its essence and the experiences lived there. Additionally, we were asked to look at the management and development of different Paid Media campaigns.

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Advertiser: Grupo Pacha

Brand: Destino Pacha Resort

Campaign: Digital content strategy and Paid Media campaign management

What did they ask us for?

The Destino Pacha Resort is one of the day clubs of reference on the island. It is a space that combines the best attributes to enjoy a day in Ibiza: relaxation, entertainment and gastronomy.

Destino needed a digital campaign to continue to be positioned as a resort of reference in Ibiza. In addition, the resort was also looking to reflect the Ibiza lifestyle and highlight their differences and potential, attracting new customers, publicise its restaurant changes and strengthen knowledge of its Day Club. They were also looking for the management and execution of the various Paid Media campaigns created around brand content.

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Advertiser: NBC Universal

Brand: Calle 13

Campaign: Premiere Wentworth in Spain

What did they ask for?

The TV channel Calle 13 premiered the Australian series Wentworth for the first time in Spain. A drama that focuses on the reality of women in prison through each of their characters’ experiences. It is worth noting that this is the series that inspired the well-known series Orange Is The New Black.

For the promotion of the series, they asked us to come up with a new activity, one that would have repercussions in the media and would be accompanied by an event. A complicated challenge, since we had to be careful about the message being transmitted. Therefore, we immersed ourselves in the reality of women’s prisons in Spain through various associations, which offered us the information and the expertise we needed.

What did we do?

• We placed two influencers (Gominuke and Xuri Fentón) in isolation for 48 hours in a space set in Wentworth Prison. They were both controlled by surveillance personnel and did not have any connection to the outside world – their only access was to a camera with which to record their experiences and be able to convey the harsh reality of freedom deprivation.

• We created a themed event which recreated Wentworth Prison, from the security control to the courtyards and cells. The guests were immersed in the series by being taken into the prison. In addition, to make the event more dynamic, there was a mini improvisation theatrical event in which several actresses played the role of prisoners and mingled with crowd, surprising the guests.

• We approach the situation of women in prison through a colloquium in which the Arco Iris association contributed its vision and experience.

What were the results?

• More than 460,000 views on YouTube, giving great visibility to the activities across its target audience

• The video on the isolation experience became the third most watched video on the Gominuke channel with almost 350K visits

• Almost 600,000 people reached across the different social networks of the influencers

• On Instagram Stories, more than 40,000 people with links to Wentworth Prison were reached

• The event both surprised and entertained the guests while approaching the harsh reality of women in prison

• The action generated very positive comments across the media and with the followers of the influencers

• The action appeared in various media outlets such as Ecartelera, Marketing Directo and Seriesonday

Advertiser: AMC Networks

Brand: AMC, Sundance TV and Dark

Campaign: Paid Social

What did they ask us for?

To undertake the management and execution of their Paid Media campaigns on Social Networks in a flexible and effective way, maximizing their budget to hit their targets.

What did we do?

We designed the digital strategies required to cover the needs of each channel, adapting to the various targets and content over time. We optimized the campaigns on a daily basis, with optimal segmentations for each content.

What were the obtained results?

– The campaign for the launch of the third season of Fear The Walking Dead, where the goal was to maximize reach, we managed to reach more than 7 million people and more than 11 million impressions with a CPM (Cost per thousand impressions) of €0.90.

– Nearly 2 million reproductions with a CPV (Cost Per View) of € 0.001.

– More than 25,000 visits to their website with a CPC (Cost Per Click) of €0.01.

– More than 3600 followers and almost a million impressions on their Twitter community with a cost of €0.55 per fan and a CPM on Twitter of €2.

Advertiser: X-Presion

Brand: X-Presion

Campaign: Show Positivo 7th Edition

What did they ask us for?

Jorge, Marco and José make-up the collective X-Presion, a team dedicated to R&D+i in hairdressing, that continues to revolutionise traditional systems through innovation and disruption. Every year they organise Show Positivo, an innovative and unique meeting across the sector that brings together several of the world’s top hairdressing firms and faces at Salón Look.

For the sixth edition of the event we were asked to create the creative concept, design the event’s graphic pieces, a social media campaign that would provide exposure to Show Positivo and boost ticket sales, the sending of a Press Kit, event coverage and a call for general and specialised press and influencers.

What did we do?

• We created the concept ‘Headhackers, update your mind’ that was the umbrella for the campaign, especially given X-Pressure transcends hair innovation and hacks the minds of attendees, ensuring they experience something new in the hairdressing industry.
• We developed a specific strategy to communicate Show Positivo on Instagram, Facebook and Twitter.
• We designed the creative pieces that enhanced the brand’s value using original, disruptive and innovative formats that position Show Positivo as a benchmark across the sector.
• We created a Paid Media Strategy to promote ticket sales for Show Positivo.
• We created illustrations portraying these three influencers 🙂
• We undertook the call out for general and specialized press and influencers.

What were the obtained results?

• For ticket sale campaigns, we achieved an ROI of 332.6%.
• The campaign has generated greater exposure for Show Positivo, achieving more than 700,000 organic impressions on the Facebook and Instagram platforms.
• The designs made for social platforms followed the disruptive line taken by X-Presion and managed to position the brand as a benchmark of innovation across the sector.
• Sold out event with a total of 920 tickets sold.
• Major media players reported on the event, such as Notimerica, La Vanguardia, Europa Press, Beauty Market, Planet Look, Globe Life, Tupelu, Coiffure Magazine and Estética Magazine.

This project won three Gold Awards at the Smile Festival 2018: “Best Branded Content Campaign”, “Best Innovation in Social Media Campaign” and “Best Content Strategy”.

This project is nominated for Best Branded Content Campaign of the Year (Anuncios). Failure of the jury pending to occur.

Advertiser: ING

Brand: Twyp

Campaign: TwypTubers

What did they ask us for?

ING wanted to position its shared payment for friends App in one key place: music festivals. The intention was to connect with young people and present them content that was not only relevant but that would also encourage them to download and use the Application. Would four YouTubers be able to survive a festival using only Twyp and not a single euro in cash?

What did we do?

We are faced with a complex question: how do we reach young people if they are watching less and less television every day and are hyper-saturated with advertising? Our answer to this was to head to YouTube – the reference platform for audiovisual entertainment among the target audience we aimed to reach. So, we set out to see whether it was possible to survive an entire festival without using a single euro in cash; and of course, without leaving with a single debt.

To do just that, we challenged four YouTubers the opportunity to participate. Would they be capable? This is how ‘TwypTubers’ was born, set within an innovative Branded Content format that sent these YouTubers to music festivals with nothing in their pockets but with Twyp downloaded to their mobile phones.

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Advertiser: NBC Universal

Brand: Syfy

Campaign: ‘Inside Midnight, Texas’

What did they ask us for?

The science fiction channel Syfy was set to premiere the first season of its series ‘Midnight, Texas’: a supernatural drama from the author of ‘True Blood’. The goal was quite clear – the launch of the series needed to be a success.

To reinforce the launch strategy we needed to create a campaign that had great impact in the media and on social networks, as well as to convey the essence of the series.

What did we do?

Three actions:

The first action, aimed at the general public, consisted of developing an interactive mupi at a shopping centre in Madrid, with 3D animations of characters from the series, enabling the audience to interact with them physically. Some of the reactions were caught on camera and shared in a video on social networks, recorded using four hidden cameras and that captured the surprise and fear felt by those in the audience at the shopping centre.

The second action, designed to give visibility to the season premiere, was a travel guide that delved into the ‘Midnight, Texas’ universe from a different perspective before the series launch. It showed various elements that identifies the series: where the mysterious town is, places to visit, historical characters and even the area’s typical gastronomy. Through this mysterious offering we secured the involvement of the media and caught the attention of several blogs in the sector, encouraging participation before the launch of the series.

And the a third action, we organized a private event for specialised media, which included the screening of the series’ first episode, where attendees could enjoy ad hoc sessions involving a psychic medium, an interactive photo call where participants would become protagonists of the series, and a personalized menu.

What results were obtained?

– The media and television blogs covered the series launch

– The main media, bloggers and journalists of the sector got to know the ‘Midnight, Texas’ universe and were able to fully immerse themselves in it

– Thousands of impressions on social networks

– The guide is among the finalists, for its category, for the Advertisement of the Year award run by Anuncios.com

– Outstanding presence in advertising media (for examples, click here or see here)

Advertiser: AMC Networks

Brand: AMC

Campaign: Mad Men10th Anniversary

What did they ask us for?

Mad Men was celebrating turning a decade old and the TV channel AMC wanted to promote
the series among all its fans. To do this, we designed creative pieces for the anniversary and
created a contest running across various social networks where users could vote for their
favourite episodes on a dedicated landing page. The 10 most popular episodes would be
broadcast on the channel during a special marathon, so fans would be able to choose what
episode would be aired through their votes. We also planned and implemented the Paid Social
Strategy.

What were the results?

– More than 800,000 impressions
– 60,714 interactions
– 2165 votes
– 547 participants