ADRIÀ VALLS Strategist
Case Studies 1. Nationwide & Shelter (pg. 4-13) 2. BBC (pg. 14-21) 3. Correos (pg. 22-31)
CV & contact (pg. 32-33)
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NATIONWIDE & SHELTER
Context Nationwide and Shelter have been working together for over 15 years. They are determined to help people find a place they can call it home, and they have already helped over 22,000 people. This collaboration has hit money-raising records, helped to build awareness of the problems related to home and created action policies.
Both entities want to raise more awareness of the values and worries they share in a positive tone. How can we create a wider conversation about these values?
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Choosing the right audience Even though the main goal is to build more awareness of the common fight Nationwide and Shelter are deploying, it must not be forgotten the first party is a financial company and there’s a business behind. Considering this, the audience is selected in relation to the age group with more probabilities of switching their bank accounts. 50%
47%
40%
34%
30% 19%
20% 10% 0% 18-44
45-64
65+
*Statista 2015 - Account holders who switched bank accounts in 2015
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A relevancy problem Unfortunately we tend to ignore homeless people and even look away when we are passing them by. In fact, we don’t always see them as people. We objectivise them*. This turns building a relevant conversation about the issue into a very complex challenge.
“When we look at people, there that activates. This part of the when looking at objects. The looking at pictures of strongly such as homeless people.”
Source: Harris & Fiske, 2009
is a part of the brain brain won’t activate same occurs when marginalised groups
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Key findings When speaking about homlessness, people tend to think in someone sleeping in streets and imagine the classic stereotypes around them. However, homelessness goes far beyond
the people without a roof where to sleep under.
In London only, over 250,000 young people under 25 years old have slept in an insecure environment because of the lack of a home.
Source: YouGov & ComRes - The Guardian
Roofless
Homeless
x13
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Getting closer to the audience It is surprising how the homeless problem affects people close to us who are extremely far from the mental image we have built of roofless people. In fact, the face of homelessness can be the actor Daniel Craig, the football player Fara Williams or the musician Ed Sheeran. Who else would be better to get closer to our audience?
Slept in benches in parks
5 years homeless
2.5 years homeless
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Concept After finding the way to be relevant to the audience, there is still a need for a concept able to communicate the work from the two entities in a positive tone. This is also an opportunity to change the way homeless people are seen.
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Look ahead. Look ahead is an invitation from Nationwide and Shelter to those who are in need of tools to move away from a situation with problems related with homelessness. Look ahead is an invitation to everyone not to look away from a problem that is right in front of our eyes.
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Two-stages execution 1. Bringing homelessness closer to the target through celebrities who had suffered homelessness. 2. Raise awareness of the work Nationwide & Shelter are doing.
STAGE 1
COMMS
Make visible the real dimension of “homelessness” in the UK
STAGE 2
Launch of #LookAhead
Nationwide & Shelter as the champions of solving this problem
Generate buzz TV Ad
ACTIONS
Celebrities
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BBC
Background Within few years the concept Fake News has made it to front pages. Fake news propagated in such a way that they had a major impact in the Brexit referendum (UK), and then in the run-up of Donald Trump for the presidency of the United States.
The BBC, as one of the leading figures of rigorous information, want to fight them back. Where to start?
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A giant enemy The orchestrators of Fake News are strong in the digital world. They have created an automatised Bot system which generate more content on Social media than real accounts do - and many of the bots accounts where in fact real accounts in the past. Two other factor they take advantage from are, the information overload we are exposed on a daily basis, and the snowball effect created when we share this type of information.
“A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth.”
*Jonathan Albright - Professor and researcher in news and media analytics **Daniel Kahneman - Psychologist and Nobel Memorial Prize winner in Economic Sciences
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The way we consume news
Consumption insight
Confirmation bias
Because of the excess of information we are exposed to, we tend to read only news headlines.
We tend to search for, interpret, favor, and recall information in a way that confirms our own preexistent beliefs or hypotheses.
Far from being a barrier to Fake News, the way we consume the information lays an easy path for them to propagate.
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The real enemy Fake News are not the real enemy. It is the way we consume information.
Enter photo of yourself
The challenge is to change the behaviour on the way we consume information.
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The main victim 58% of children between 8-11 years old and 72% between 12-15 years old visited news’ websites or apps in the UK. Among them, one out of five kids believed all the information they read was true. And yet there is still a higher risk.
“If young people stop feeling they can believe the news is true, they could stop trusting the media at all and even switch off from finding out what's happening all around the world.”
* Ofcom **Source: Beth Hewitt, University of Salford
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How to reach them out? Children age defines which are the best media channels to reach them: - The campaign will be targeting parents of under 12 year old kids. Being still referents for their children, parents will be the ones delivering the message of the BBC. - For teenagers over 12 years old, an integrated campaign will target them directly. It will combine a digital action with a collaboration between the BBC and the educational system to launch an educational platform in schools on how to consume news.
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Concept
Trust the Facts, not Your Gut. Relying on facts and not the instinct or our emotional reactions is the best medicine against Fake News. It is also the best guide to change the way we consume news. And the BBC is the best media where to find news based on contrasted facts.
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CORREOS
Background Correos is the Spanish national mail service company. With over 300 years on its back the brand understood its role in the new economy and became a more contemporary and relevant brand in the context of e-commerce. This wouldn’t have been possible without the repositioning of the brand and the launch of the communication platform Algo muy Nuestro - “Something that is very much ours” in english.
With the new image, Correos reached the 3rd position in brand awareness as package delivery company in Spain. How could we increase it even more?
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A view in perspective Results from the previous campaign were extraordinary. However, there was still a significant lack of knowledge of Correos as a package delivery company – 22 points behind SEUR in spontaneous awareness and 24 points behind in top of mind.
Notoriedad espontánea
Top of mind
Source: Post Test Publicitario 2016
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Key findings An online survey was run via Survey Monkey (n=100, +18 years old)
60% 40%
Don’t remember who delivered the last ecommerce package.
Among those who remember, Correos is mentioned significantly less than their competitors in relation to their market share.
Market share vs Recall (Spontaneous answer)
50% 50% 45% 45% 40% 40% 35% 35% 30% 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% 0%
Correos Correos
Seur Seur % Recuerdo % Recuerdo
MRW MRW
Otros Otros Otros
% Cuota de Mercado % Cuota de Mercado
Source: Crossed data from CNMV and in-house surveys
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The real challenge Only 3% of the surveyed population mentions the brand, even though Correos owns 43% of the market share.
There’s a need to increase the recall of Correos as a package company within its own consumer base.
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Barriers to remember Currently, e-commerce packages arrive with no information (or it is minimal) about the company who delivered them. This makes extremely difficult for them to be remembered.
Secured recall There is one moment in which everyone remembers the delivery company: when the package is not delivered. Unfortunately this has a negative impact on Correos brand image.
Image of the note received when the package is not delivered on time.
Source: Twitter - Reactions of annoyed consumers when they receive the note
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Strategy Using the package as a communication channel. This way, new opportunities are created in order to: 1. Increase the recall of Correos in the market of package delivery 2. Strengthen Correos image
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Solutions
The sticker Creation of a personalised sticker with the delivery person name on it. This sticker will be easily placed on the package. This way the delivery service also gets more humanised with a completely inexpensive action.
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Solutions
The web-app Creation of a web-app allowing the live tracking of the package and a better communication service between the delivery person and the receiver. This will make the invisible service more visible.
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Part of the winning project with a real client of the Bootcamp in Account Planning 2018 at Miami Ad School (Madrid, Spain)
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Education Miami Ad School (2018) Bootcamp in Account Planning Best Final Project with real client. University of Amsterdam via Coursera (2017) Classic Sociology Theory course. APG UK (2015) Training Network - Level 1 Best project of the class. Universitat Autònoma de Barcelona (2010) Business Management in Marketing.
CV & CONTACT
Universitat Autònoma de Barcelona (2011) Market Research. University of Strathclyde (2010) Erasmus - BA: Business Mgmt & Research
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Professional experience Junior Planner - via Miami Ad School The&Partnership - Feb 2018 - Present | Madrid
Strategy Planning Placement BETC - Nov 2016 - Dec 2016 | London
. Developed new brand positioning for Aptamil enabling the brand to connect with the mums on a warmer emotional level . Helped redefining Cow&Gate’s new brand belief
.Research for key-findings and learnings to help develop Toyota 2018 communications strategy .Proactively ideated and lead the project “xxx” .Finding new communication territories for Toyota .Finding insights for the second wave of Conduce Como Piensas .Co-author of the Case Study for the campaign at the Effectiveness Awards in Spain (Premios Eficacia) Brand: Toyota
Brands: Aptamil, Cow&Gate, Zendium
Strategic Account Manager ESBConnect - Feb 2013 - Aug 2016 | London
Freelancer Mar 2017 - Ago 2017 | London Junior Planner Brand Dynamics
.Helped brands achieve their communication objectives by defining the media strategy with the highest ROI .Planned and managed campaigns with an on-going optimisation via analysis and A/B testing on data, consumer journey and design diseño.
Some of the brands: Debenhams, Boots, Saga, The Sun
.Create inspiring stimulus in ideation workshops for new product developments. Brand: Seven Seas
Sportswear Brand Manager Assistant NIKE - Oct 2011 - Oct 2012 | Barcelona .Helped to democratise the brand experience at the UEFA EURO 2012 event by creating and managing The Challenges. .Managed qualitative market research obtaining consumer insights from dynamic groups and interviews to cultural curators.
Research Executive Clear - M&C Saatchi
Conducted desk research on several industries that proves the vulnerability of established brands vs small insurgents. Industries: FMCG, Pharma
Key moments: Launch FC Barcelona amplified collection and a UEFA EURO 2012 Madrid event.
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ADRIÀ VALLS adria.valls.costa@gmail.com +34 634 555 348 +44 (0) 7449 864 556