Antena 34
Issue 21 | December 2011
Agency
DraftFCB Madrid
Creative Team
Executive Creative Director: Beto Nahmad; Digital Director: Baldiri Ros; Head of Technology: Inigo Ordunna; Head of Planning: Manuel Lopez Pineiro; Art Directors: Luis Lopez, Luis Eduardo Garcia; Copywriter: Emilio Holguin
Date
June/July 2011
Background
Siboney 34 is a brand of alcohol in Spain, which wanted to increase awareness within the competitive and cluttered drinks market with an innovative campaign that would engage its young, but highly intelligent and tech-savvy target audience in Spain.
Idea
The problem with communications today is that online and mobile devices may work in the opposite way, making people feel more disconnected and isolated than ever.
Siboney 34’s target audience was being bombarded with messages every minute of the day so the strategy was to make them feel more connected with technology than disconnected.
Siboney 34 partnered with ASntena 34, a broadcast satellite, to give young people a beautiful, poetic and innovative way to communicate their feelings by sending their messages out into space.
People could read and share their messages on the campaign microsite and see how far they had travelled to the stars.
Results
The campaign was online for June and July 2011 and more than 9000 messages were sent into space.
There were 32,000 visitors to the site to read the messages, watch the video, learn more about the project and connect with the brand.
The campaign was discussed in other media including national TV news programmes, national digital newspapers and technical blogs.
It is estimated that PR to the value of €50,000 was generated.
As yet, product sales figures have been unavailable.
Our Thoughts
Early this year, we pitched this exact idea to Nokia. Even though their brand proposition is ‘Connecting people’, they didn’t see the relevance of this incredibly big idea. It’s great, and humbling, to see some clever Spaniards didn’t let this concept disappear into the ether. They’ve not only succeeded in beaming personal messages into space but also produced the interface exactly as I had hoped we might have. It’s a bittersweet happiness, but thank you DraftFCB Madrid.