Cafés La Estrella
The First Time Travel Agency.
The First Time Travel Agency.
Awards
2 Short List In Cannes Festival 2012, Promo and Activation Category
1 Silver in El Sol Festival 2012
1 Gold EFI (Spanish Efficacy Awards) 2013
2 Short List In Cannes Festival 2012, Promo and Activation Category
1 Silver in El Sol Festival 2012
1 Gold EFI (Spanish Efficacy Awards) 2013
Time travel agency: Promo and activation
Cafés La Estrella is the oldest coffee brand in Spain.With 125 years of history, it wants to remain the coffee brand for the Spanish people. People remember the brand because of a 50-year-old ad and its image is perceived as old-fashioned. Cafés La Estrella wants to increase sales, by breathing fresh life into its brand and boosting its distribution numbers.
In order to rejuvenate the brand without losing its heritage, we created a pop-up store, a very special brandspace: THE FIRST TIME TRAVELING AGENCY. With this agency, Spanish people were able to travel back in time to the top memorable moments in their history: the first moon landing, the most eagerly awaited series finale in the 80s, the football match most remembered by all Spaniards: Spain 12–Malta 1… and lots of trips for them to claim the good things of the past: such as Cafés la Estrella.
We invited everybody to come, from the media, bloggers, sales forces, distributors, to ordinary people. All of them tasted our coffee and discovered that old things can also be modern.
Cafés La Estrella is the oldest coffee brand in Spain.With 125 years of history, it wants to remain the coffee brand for the Spanish people. People remember the brand because of a 50-year-old ad and its image is perceived as old-fashioned. Cafés La Estrella wants to increase sales, by breathing fresh life into its brand and boosting its distribution numbers.
In order to rejuvenate the brand without losing its heritage, we created a pop-up store, a very special brandspace: THE FIRST TIME TRAVELING AGENCY. With this agency, Spanish people were able to travel back in time to the top memorable moments in their history: the first moon landing, the most eagerly awaited series finale in the 80s, the football match most remembered by all Spaniards: Spain 12–Malta 1… and lots of trips for them to claim the good things of the past: such as Cafés la Estrella.
We invited everybody to come, from the media, bloggers, sales forces, distributors, to ordinary people. All of them tasted our coffee and discovered that old things can also be modern.
The Case
Viral video for communicate the campaign.
RESULTS
Tickets could be bought at the Time Traveling Agency and on the Internet. Hundreds traveled to past time thanks to our brandspace, both online and offline media echoed the initiative.
Estimated Audience: 12.054.970
Free Publicity: 851.797€
Tickets could be bought at the Time Traveling Agency and on the Internet. Hundreds traveled to past time thanks to our brandspace, both online and offline media echoed the initiative.
Estimated Audience: 12.054.970
Free Publicity: 851.797€
CREDITS
Agencia: La Despensa
Directora creativa: Belén Coca
Director de arte: Antonio Castillo
Diseñador gráfico: Héctor Rodríguez
Redactores: Raúl Cirujano y Lolo Ortega
Director de cuentas: Sergio Sancho
AgenciaPR: Comunicación Enbicicleta
