Herederos events by Herederos de Rowan

HROS. DE ROWAN

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Index We 6 Brands we have worked with

Porfolio 10 More about us

Herederos de Rowan is a communication agency specialised in offering solutions based on creativity and strategy, looking for the right paths, platforms and media.

Brands we have

The agency was created in 2005, with its founders having extensive and proven experience in the field. Since then, we have run multichannel and transmedia campaigns for important domestic and multinational customers such as HEINEKEN, AMSTEL, PERNOD RICARD, CREDIT AGRICOLE, SAVE THE CHILDREN, SETEM, BILBAO FINE ARTS MUSEUM, THE BASQUE COUNTRY GOVERNMENT, THE NATIONAL POSTAL COMPANY and more.

with.

Portfolio This PORTFOLIO contains some of the EVENTS we have worked on in their CONCEPT/DEVELOPMENT/IMPLEMENTATION/COORDINATION phases. This does not reflect the extensive experience in communication actions carried out specifically to promote other events.

WHO.

émfasis Billing & Marketing Services (Today SEVINFORM). Comprehensive communication solutions in multichannel format for Direct Marketing.

WHERE. Barcelona.

WHEN. 2007

WHAT.

To present the new offices in Barcelona to customers and friends in the area and generate a bond by involving them in this new stage. And, of course, to create experiences. A high calibre audience: those responsible for communication and marketing in the most important national companies with registered offices in Barcelona.

HOW.

The first challenge was that the event was in September and, given the profile of the target audience and their busy schedules, it had to be publicised to them before the August holidays. They were sent something at the end of July to capture their interest: a box with the slogan, “Something is moving in Barcelona”. Inside was a personalised letter explaining that a “prodigious” event would take place in September in Barcelona and that they should put the evening of the 20th in their diaries. For the time being, we invited them to read the enclosed book during their holidays: “The City of Marvels” by Eduardo Mendoza (highly respected in literature and a very special book for the people of Barcelona), which was covered externally with a personalised sleeve for each customer: “The City of Marvels for NAME SURNAME” During the first few days of September, an email was sent with a reminder of the invitation, using the book as the guiding theme. It was at this point that the reason for the event was explained and the attendees could sign up through a link to a microsite. The chosen venue offered unbeatable views of Barcelona. The event involved exclusive catering, performances by magicians among the guests and a star performance from a well-known television stand-up comedian. The day after the event an email was sent thanking all the attendees. Finally, and under the slogan “If you like the book, wait until you see the film”, all attendees were sent a personalised package that included a CD with images of the party and the DVD of the film “The City of Marvels”, based on the book, along with a thank you card signed by the entire team.

RESULTS.

Great exposure and a high degree of acceptance of the package, receiving innumerable congratulations. 90% of those in the database responded to the email to accept or apologise for not being able to attend the event. 70% attended the event.

WHO.

Kutxa, Caja de Ahorros de Gipuzkoa-San Sebastián, now Kutxabank. Spanish bank with headquarters in Bilbao.

WHERE. San Sebastián.

WHEN. 2010

WHAT.

Kutxa launched an ambitious project to make Gaztekutxa, its brand for young people, a leader within the sector. The plan, which started to be implemented in 2011, needed a well-publicised starting signal that clearly marked the Bank’s new commitments.

HOW.

The first step was to look externally for the element of connection with the audience aged between 18 and 30, adopting a reference “brand” and its values. On 17 December, the new film “The Last Circus” by Álex de la Iglesia (one of the most well-known Spanish directors), a double award winner at the Venice Festival, was officially released. So, what better “gift” for Gaztekutxa customers than an exclusive pre-release? What if, in addition to this, it took place in an old building, an ancient and decadent tobacco factory converted into a circus as decadent as the one in the film? And what if we added a party with a DJ and fun circus food: hotdogs, candyfloss, baked apples? The Gaztekutxa Show was in progress. A mailing in the form of a large personalised circus poster reached 40,000 young people, the mailing took them to a microsite (an average of 500 visits per day) where they registered (taking the opportunity to update data) and participated in the draw for 200 pairs of tickets. In turn, the old factory started to resemble a sad ballad and an old circus. Short videos showing the transformation appeared on YouTube, Vimeo, Facebook... from geo-positioning and social networks to the large “sheet” posters stuck to walls in the purest circus style. The event aroused enormous excitement. At the entrance were fire-breathers, inside there were jugglers and clowns who entertained the audience as they settled into wooden chairs like those in the old open-air cinemas. A master of ceremonies presented the film... along with the director and main actors who were of course present.

RESULTS.

Enormous excitement among the target audience and the media, completely full at the pre-event press conference, minutes in the news sections on TV, radio, press during the days leading up to the event. The following day, front page on the main local and regional newspapers.

WHO.

WHAT.

WHERE.

The excuse is the arrival of Christmas.

Fundación BBK (BBK Foundation). Proportionally, the largest banking Social Project in the country and second by size.

Bilbao.

WHEN. 2017

Every year, the Foundation seeks to gather all its employees, distributed across schools, social centres, etc. for a special experience, reinforcing their sense of belonging and making clear the value that people have within the project.

In 2016, a very special place was chosen, the recently opened San Mamés Stadium, home of Athletic Club de Bilbao, with strong roots among the population because of, among other things, its special philosophy of playing with footballers born in the Basque Country, an exception in the Spanish league. The stadium’s design has made it a new architectural icon for the city of the Guggenheim and everyone was eager to discover what was inside.

HOW.

The employees were invited to the stadium and offered a guided tour that included the dressing rooms, the press room and, of course, the pitch. However, there was also an added surprise. During the event, a set was put together in which a photo was taken of all 100 attendees and the only explanation was that it was a surprise. Some days later they received a sheet resembling a magazine, in which each of them were on the front cover with a headline that was also personalised. Last year, the chosen venue was the Fine Arts Museum in Bilbao, behind closed doors, with a guided tour of a temporary exhibition, a drinks reception and, as a gift, we made each of them a “Friend of the Museum” for one year with all its benefits.

WHO.

Asociación Española de Anunciantes (Spanish Advertisers Association).

WHERE. Madrid.

WHEN. 2013

WHAT.

We had already organised 14 editions of the Efficiency Awards and the 15th Anniversary had to be special.

HOW.

An annual gala, a coming together of advertisers, marketing directors, heads of communication, agencies with their accounts directors and their creatives, advertising students, etc. However, at whom are the brands directing their efforts? At whom do we agencies direct our creativity? Who do we intend to attract? Where are the people? Those who we so crudely call shares, targets, GRPs... do they not have a place in our gala? Is it not time they met? Is it not time for the brands and customers to talk? Going beyond social networks, face-to-face, at the point of sale. And that is where our little hidden camera would be, recording it, choosing the best moments and screening them at the gala, with some of those consumers invited as guests. Three “heavyweights” in the industry. Mauricio García de Quevedo, Chairman of Kellogg’s Iberia, would hand out chocolate bars in a lift, Carina Szpilka, Managing Director of ING Spain, would make an ATM “talk” and Patricia Abril, Vice-President of business development and integration for McDonald’s Europe, would have a little surprise. To surprise the audience and as the “end of the party”, the decision was made to turn the concept around and turn it into a joke, known as “candy cam”. To fit everything together perfectly we also worked on the script for the gala and the playlist with the AEA and the company responsible for production.

RESULTS.

The videos did their job during the gala. People had fun, applauded, laughed... and tweeted nonstop. The general concept became the message that the attendees conveyed outwards (press, social networks, etc.) and they reflected on its importance and the need for the directors to get more involved.

WHO.

Amstel (Heineken Group)

WHERE. San Sebastián.

WHEN. 2010

WHAT.

After several years of pure sponsorship (brand on programmes, banners, stages, etc.), the plan was to achieve a greater return.

HOW.

An addition to a traditional outdoor, radio and press campaign, the concept that AMSTEL NAGUSIA is a party within a party was created. There was a fusion between ASTE NEGUSIA (meaning “The Big Week” in Basque) and AMSTEL. Two special actions were created: POP-UP concerts. Every afternoon an AMSTEL truck would appear somewhere in the city. This is nothing out of the ordinary. However, this time the truck was not loaded with barrels or boxes. Inside was one of the 8 local groups selected because of their fame and style of music (different genres) who then played live to entertain the city with a surprise concert. It had a banner that was opened, and one group and three or four themes ranging from reggae to rock & roll. Every day a group, every day a different location in the city. Facebook showed the groups, their music and some clues about where the truck would be that day... and little else, because the essence of popup concerts is precisely the surprise. ISLAND NIGHTS. A unique experience. Every night during The Big Week, 50 people could enjoy a very special party on the small island of Santa Clara, in the centre of La Concha Bay. The terrace of the island’s bar would become a privileged vantage point from where to watch the famous fireworks, drink some AMSTEL beers and enjoy the food and fantastic DJs. To select those 50 people, respecting the unique nature of the island and its setting, and in turn trying to open up the party to the widest possible range of people, a promotion was launched at points of sale and authorised bars in addition to a competition on the Facebook page.

RESULTS.

30 minutes of coverage on TV and 25 minutes on the radio (reports and interviews). Reports and daily news stories in the local press, magazines and blogs. 90,000 attendees for the concerts, Facebook had 3,300 active monthly users.

WHO. HEINEKEN

WHERE.

Santiago de Compostela / Barcelona

WHEN. 2010

WHAT.

Heineken and the Champions Experience.

HOW.

The aim was to go beyond sponsorship at the European level and create local experiences that strengthened ties with the brand. As the graphic communication of the event was strictly determined by Holland, we had to sharpen our wits in other areas, starting with the strategy. The initial idea was to organise screenings of certain matches. However, that was not enough. This could be done by any bar in any city with a relatively large plasma screen. It was about creating unique and different experiences. PHASE 1. ROUND OF SIXTEEN. The first event was very much a test. We sought a controlled environment where we could try out some ideas and see how they worked. To do this, a team was chosen: Real Madrid, a phase: round of sixteen, and a city: Santiago de Compostela. This phase was a logical choice as the competition was now advanced enough to be of interest. Real Madrid was chosen due to the large number of fans outside of the capital, and Santiago de Compostela was the choice because it is a 22

medium sized city with a strong link to Madrid and also has a large number of students from outside the city among its population. It also had a very suitable venue, a former cinema converted into a concert venue that still had its old screen (with all the new screening techniques) If the event was to have its own character, it could not simply be “a giant TV” Radio Marca broadcast the game live from the venue, with its star commentators. To reach the students we needed a place where our communication was not “background”, where they saw us, paid us attention. The place? University dining halls. We talked to those in charge and they were happy to have “free placemats” to put on the trays. As the intention was for the event to be of an exclusive nature, only the first to sign up would receive tickets. The response method was simple and tailored to the audience: SMS. We talked to leisure websites, telling them about the event so that they could publicise it amongst a very interesting audience: Erasmus students. Compostela is the Spanish city with the highest percentage of Italian students, and the match was of course against Roma. This guaranteed us a lively atmosphere. We also used geo-positioning, placing our event on the most regularly used geographic search engines. The place chosen, special in itself, should give the guests the feeling of being in a unique environment closely linked to the event: the Champions League. To achieve this, several elements were involved. An led display was placed above the entrance to announce the event several days in advance. Two banners were also placed at the entrance with photos of the atmosphere outside Santiago Bernabéu on match day. Stickers were placed on the glass doors, in the entrance hall, etc. The floor was carpeted, painting the lines of the pitch so that, in addition to providing an atmosphere, people would feel quite comfortable. The first to arrive were given an additional prize: special cushions commemorating the event.

In the bars there were dozens of “Grissini vs Colines” packages, Italian breadsticks vs Madrid breadsticks. A fun snack, in keeping with the event and received free with each Heineken ordered. Meanwhile, the screen played a DVD with the best goals from the Champions League and a DJ and presenters warmed up the atmosphere. PHASE 2. SEMI-FINALS This time, we aimed big. With Madrid having been eliminated, Barcelona was the only Spanish team remaining in the competition. Using what we had learned in Compostela, and given the logical differences, we decided to move the screening to Barcelona. The chosen place was Plaza del Maremagnum, in the Olympic Port. Days beforehand, an led screen was installed publicising the event and the surrounding areas were decorated (Parking entrances, banners, etc.). Blogs about Barça were sought and selected, and their authors were invited to sit in the front VIP row created for the occasion. The Plaza was prepared. An area with wooden chairs in the centre was combined with inflatable cushions at the sides. Hours before the start, people began to congregate. To make the wait more entertaining, from 6pm the presenter/entertainer was responsible for warming up the atmosphere and there was also table football, marquees, raffles and more.

RESULTS.

200 people in Santiago de Compostela and over 2.000 in Barcelona. Full capacity. Great media impact.

about us. According to the ESPĂ?RITU INDIE study carried out by EL PUBLICISTA Magazine (issue 351, 1st fortnight, October 2016) HEREDEROS DE ROWAN is among the MOST APPEALING AGENCIES FOR ADVERTISERS. A sample made up of 76 professionals from the marketing and communication departments at advertising companies from different sectors (automotive, technology, banking and financial services, insurance, consumer goods, food and drink, travel and tourism and leisure) located throughout Spain and that have an advertising budget that exceeds one million euros, ranked HEREDEROS DE ROWAN at the same level of recognition and valuation as agencies that are significantly more powerful in terms of business volume. How do Spanish advertisers value independent agencies? 95.9% of the brands that do not currently work with an independent agency would consider doing so in the short and medium term. Versatility, dedication and originality are usually the most mentioned positive attributes when asked for the strengths of this group and their most appealing values. 78% are clear that the objective would be to achieve a higher level of innovation in their communication, seek new solutions that make their brand better known and step outside the conventional when reaching the target. 79% value the flexibility and adaptability shown by the agencies of this type. 74% highlight the possibility to develop or cover tailor-made or ad-hoc conceptualised projects. 71.5% refer to the cost-quality of service balance.

Awards Buber / El Sol International Festival / Estrategias / ImĂĄn Laus Design Awards / Lfp / Luxury Awards / Publifest Smile Festival/ El Chupete / Educa Festival

The top 100 companies in the spanish advertising sector in 2017/18