Gold
Integration
Use of Social Media
| Entrant: | DAVID Madrid, Madrid |
| Brand: | JCDecaux |
| Title: | "Meet Marina Prieto" |
| Corporate Name of Client: | JCDecaux |
| Client Company: | JCDecaux, Madrid |
| Client Company Managing Director Spain & Portugal: | Carlos Barón |
| Client Marketing Director: | Ricardo Pérez |
| Client Company Marketing Coordinator Studio OOH: | Irene Moreno de la Gándara |
| Agency: | DAVID Madrid, Madrid |
| Global Chief Creative Officer: | Pancho Cassis |
| Chief Creative Officer: | Saulo Rocha |
| Creative Director: | Jose Sancho |
| Copywriters: | Clara García/Jaime Ludeña |
| Art Directors: | Curro Prieto/Giulia Ferrarezi |
| Agency Head of Production: | Alejandro Falduti |
| Agency Producer: | Santi Lardín |
| Agency Social Media Director: | Alex Sanchez |
| Agency Chief Operating Officer: | Sylvia Panico |
| Agency Managing Director: | María García Herranz |
| Agency Head of Accounts: | Lucila Mengide |
| Agency Account Executive: | Jesus Merino |
| Agency Account Supervisor: | Sebastián Gancarz |
| Agency PR Director: | Sandra Azedo |
| Agency PR Manager: | Isabel Amaro |
| Production Company: | FAR Media, Madrid |
| Producers: | Amalia Cano/Fernando García Patos |
| Director of Photography: | Jose Luis Aguilar |
| Post-Production Company: | Deseif Films, Madrid |
| Executive Post-Producer: | Federico Calderón |
| Post-Producers: | Manuel Gavilán/Miguel Mateos |
| Editor: | Cristian Migueliz |
| Sound Post-Production Company: | The Lobby, Madrid |
Description:
More than 2.3 million people use Madrid's subway every day. However, for brands, subway media is not as relevant, effective, or attractive as regular street OOH advertising. Consequently, in 2023, subway ad investment decreased by 7%.
Because of this, JCDecaux wanted to make a campaign to convince brands that this media truly works and made them to reinvest in it again.
One of the most important objectives of this campaign was to make the idea measurable, in a simple way to show the results of this media. Media printing aside, we had a very limited budget ($10,000). However, we could use all the media that the brands had not bought in the Madrid metro.