Definitions and Tools

The first speaker was Juanjo Rodríguez, Director of Duplex Marketing, who, ‘from the viewpoint of an agency’, defined the 360º concept, explained what types of tools are used in these campaigns, and the presented the 2008 results of an annual study on marketing in Spain that asked marketing professionals why they use this advertising strategy and what they had achieved with it. Finally, he cited various examples of 360º campaigns that ‘took proper advantage of their means and resources’. 

‘The idea behind 360º campaigns,’ said Mr. Rodríguez, ‘is to spread a single message using a good combination of tools and media in order to make the message come across as strongly as possible.’ Traditional campaigns, in contrast, are largely based on mass media such as television, he explained. According to Mr. Rodríguez, the draw of this new strategy lies in the fact that ‘we are seeing a paradigm shift: from scope (making sure a message reaches as many people as possible) to relevance (making sure a message reaches the consumers who might really be interested in the product, at a time when they are likely to want it, using the most appropriate means)’. Traditional media can no longer achieve this kind of relevance, he said. Instead, ‘a good combination of different media’ is needed. 

Mr. Rodríguez explained that the annual study is based on responses from more than one hundred brands (mostly consumer goods) in Spain. In response to the question, ‘As a marketing director, what is your opinion of campaigns of this type?’, 50% of respondents answered ‘very effective’ and 40% answered ‘more effective than others’. But with one qualification: ‘they require a large budget’. As a result, small brands usually cannot allow themselves the luxury of launching a 360º campaign. ‘The message would get lost,’ he said.

Unno and Rexona

Ignacio Iturralde, Marketing Director of Sans Branded Apparel, discussed the case of Unno: ‘We had an innovative product obtained using the latest technology: underwear without seams, made from a single piece of fabric. This provides maximum comfort, which is an essential feature of garments of this type.’ The slogan of the campaign, therefore, was: ‘¿Llevas o no llevas?’ (Are you wearing them or not?). The campaign was launched in magazines (as is common in the lingerie sector) and on the Internet (viral marketing, i.e. videos that spread across the web). The campaign gave away a weekend in New York and used the model Mónica Cruz as a ‘hook’. There were also special promotions at retail outlets, which led to some interesting stories: due to its conservative mindset, the department store El Corte Inglés didn’t like Unno’s slogan ‘Esto no es un sujetador’ (This is not a bra). The final result of the campaign was excellent: 500,000 units sold, which is very high for the lingerie market. 

The next speaker was Arancha Cordero of Unilever. Ms. Cordero discussed the case of Rexona Crystal: ‘When asked what a 360º campaign is, my agency usually responds by giving this example.’ Most antiperspirants use a type of aluminium salt that leaves white marks on clothing, so the slogan of the Rexona Crystal campaign was ‘Disfruta de tu ropa sin manchas blancas’ (Enjoy your clothes without white stains). ‘Our idea was to associate the brand with the world of fashion,’ said Ms. Cordero. The brand reached an agreement with the designer Juan Duyos, who made appearances at various brand-related events; designed the packaging and the T-shirt that was included as a free gift in the pack; and jointly presented part of his collection with Rexona. At the Pasarela Cibeles fashion show, the product was promoted together with the designer’s clothes. In the upper right-hand corner, Rexona advertisements boast ‘Recommended by Juan Duyos’. 

Measuring the Phenomenon

The last speaker was Toni Seijo, who serves as Director of Ipsos ASI Barcelona and lectures at ESADE. Mr. Seijo acknowledged the difficulty of measuring the impact of 360º campaigns (‘It’s already hard to do so with traditional campaigns’) and stressed the importance of creativity (‘It’s the key’). He slightly modified the definition of 360º campaigns that had been proposed by Mr. Rodríguez: ‘Different media that use 360º campaigns can and must have different goals, but the campaign must always focus on a single concept.’ He wrapped up his talk by asking a rhetorical question: ‘Who will make money with 360º campaigns: communications agencies or media agencies?’ 

All of the speakers agreed that 360º campaigns are not just a fad, but rather are here to stay. The session ended with a lively question-and-answer session between the audience and the speakers.




Programme:

Marketing Campaigns 360º 

The ESADE Alumni Marketing Club organizes the conference which includes: The Case of Rexona Crystal; The Case of Unno; The Means and Tools Used in 360º Marketing Campaigns and Evaluating 360º Communication Campaigns.

Campaign 360º:Rexona Crystal’s case

Definitions and Tools

The first speaker was Juanjo Rodríguez, Director of Duplex Marketing, who, ‘from the viewpoint of an agency’, defined the 360º concept, explained what types of tools are used in these campaigns, and the presented the 2008 results of an annual study on marketing in Spain that asked marketing professionals why they use this advertising strategy and what they had achieved with it. Finally, he cited various examples of 360º campaigns that ‘took proper advantage of their means and resources’. 

‘The idea behind 360º campaigns,’ said Mr. Rodríguez, ‘is to spread a single message using a good combination of tools and media in order to make the message come across as strongly as possible.’ Traditional campaigns, in contrast, are largely based on mass media such as television, he explained. According to Mr. Rodríguez, the draw of this new strategy lies in the fact that ‘we are seeing a paradigm shift: from scope (making sure a message reaches as many people as possible) to relevance (making sure a message reaches the consumers who might really be interested in the product, at a time when they are likely to want it, using the most appropriate means)’. Traditional media can no longer achieve this kind of relevance, he said. Instead, ‘a good combination of different media’ is needed. 

Mr. Rodríguez explained that the annual study is based on responses from more than one hundred brands (mostly consumer goods) in Spain. In response to the question, ‘As a marketing director, what is your opinion of campaigns of this type?’, 50% of respondents answered ‘very effective’ and 40% answered ‘more effective than others’. But with one qualification: ‘they require a large budget’. As a result, small brands usually cannot allow themselves the luxury of launching a 360º campaign. ‘The message would get lost,’ he said.

Unno and Rexona

Ignacio Iturralde, Marketing Director of Sans Branded Apparel, discussed the case of Unno: ‘We had an innovative product obtained using the latest technology: underwear without seams, made from a single piece of fabric. This provides maximum comfort, which is an essential feature of garments of this type.’ The slogan of the campaign, therefore, was: ‘¿Llevas o no llevas?’ (Are you wearing them or not?). The campaign was launched in magazines (as is common in the lingerie sector) and on the Internet (viral marketing, i.e. videos that spread across the web). The campaign gave away a weekend in New York and used the model Mónica Cruz as a ‘hook’. There were also special promotions at retail outlets, which led to some interesting stories: due to its conservative mindset, the department store El Corte Inglés didn’t like Unno’s slogan ‘Esto no es un sujetador’ (This is not a bra). The final result of the campaign was excellent: 500,000 units sold, which is very high for the lingerie market. 

The next speaker was Arancha Cordero of Unilever. Ms. Cordero discussed the case of Rexona Crystal: ‘When asked what a 360º campaign is, my agency usually responds by giving this example.’ Most antiperspirants use a type of aluminium salt that leaves white marks on clothing, so the slogan of the Rexona Crystal campaign was ‘Disfruta de tu ropa sin manchas blancas’ (Enjoy your clothes without white stains). ‘Our idea was to associate the brand with the world of fashion,’ said Ms. Cordero. The brand reached an agreement with the designer Juan Duyos, who made appearances at various brand-related events; designed the packaging and the T-shirt that was included as a free gift in the pack; and jointly presented part of his collection with Rexona. At the Pasarela Cibeles fashion show, the product was promoted together with the designer’s clothes. In the upper right-hand corner, Rexona advertisements boast ‘Recommended by Juan Duyos’. 

Measuring the Phenomenon

The last speaker was Toni Seijo, who serves as Director of Ipsos ASI Barcelona and lectures at ESADE. Mr. Seijo acknowledged the difficulty of measuring the impact of 360º campaigns (‘It’s already hard to do so with traditional campaigns’) and stressed the importance of creativity (‘It’s the key’). He slightly modified the definition of 360º campaigns that had been proposed by Mr. Rodríguez: ‘Different media that use 360º campaigns can and must have different goals, but the campaign must always focus on a single concept.’ He wrapped up his talk by asking a rhetorical question: ‘Who will make money with 360º campaigns: communications agencies or media agencies?’ 

All of the speakers agreed that 360º campaigns are not just a fad, but rather are here to stay. The session ended with a lively question-and-answer session between the audience and the speakers.




Programme:

Marketing Campaigns 360º 

The ESADE Alumni Marketing Club organizes the conference which includes: The Case of Rexona Crystal; The Case of Unno; The Means and Tools Used in 360º Marketing Campaigns and Evaluating 360º Communication Campaigns.

Campaign 360º:Rexona Crystal’s case

Definitions and Tools

The first speaker was Juanjo Rodríguez, Director of Duplex Marketing, who, ‘from the viewpoint of an agency’, defined the 360º concept, explained what types of tools are used in these campaigns, and the presented the 2008 results of an annual study on marketing in Spain that asked marketing professionals why they use this advertising strategy and what they had achieved with it. Finally, he cited various examples of 360º campaigns that ‘took proper advantage of their means and resources’. 

‘The idea behind 360º campaigns,’ said Mr. Rodríguez, ‘is to spread a single message using a good combination of tools and media in order to make the message come across as strongly as possible.’ Traditional campaigns, in contrast, are largely based on mass media such as television, he explained. According to Mr. Rodríguez, the draw of this new strategy lies in the fact that ‘we are seeing a paradigm shift: from scope (making sure a message reaches as many people as possible) to relevance (making sure a message reaches the consumers who might really be interested in the product, at a time when they are likely to want it, using the most appropriate means)’. Traditional media can no longer achieve this kind of relevance, he said. Instead, ‘a good combination of different media’ is needed. 

Mr. Rodríguez explained that the annual study is based on responses from more than one hundred brands (mostly consumer goods) in Spain. In response to the question, ‘As a marketing director, what is your opinion of campaigns of this type?’, 50% of respondents answered ‘very effective’ and 40% answered ‘more effective than others’. But with one qualification: ‘they require a large budget’. As a result, small brands usually cannot allow themselves the luxury of launching a 360º campaign. ‘The message would get lost,’ he said.

Unno and Rexona

Ignacio Iturralde, Marketing Director of Sans Branded Apparel, discussed the case of Unno: ‘We had an innovative product obtained using the latest technology: underwear without seams, made from a single piece of fabric. This provides maximum comfort, which is an essential feature of garments of this type.’ The slogan of the campaign, therefore, was: ‘¿Llevas o no llevas?’ (Are you wearing them or not?). The campaign was launched in magazines (as is common in the lingerie sector) and on the Internet (viral marketing, i.e. videos that spread across the web). The campaign gave away a weekend in New York and used the model Mónica Cruz as a ‘hook’. There were also special promotions at retail outlets, which led to some interesting stories: due to its conservative mindset, the department store El Corte Inglés didn’t like Unno’s slogan ‘Esto no es un sujetador’ (This is not a bra). The final result of the campaign was excellent: 500,000 units sold, which is very high for the lingerie market. 

The next speaker was Arancha Cordero of Unilever. Ms. Cordero discussed the case of Rexona Crystal: ‘When asked what a 360º campaign is, my agency usually responds by giving this example.’ Most antiperspirants use a type of aluminium salt that leaves white marks on clothing, so the slogan of the Rexona Crystal campaign was ‘Disfruta de tu ropa sin manchas blancas’ (Enjoy your clothes without white stains). ‘Our idea was to associate the brand with the world of fashion,’ said Ms. Cordero. The brand reached an agreement with the designer Juan Duyos, who made appearances at various brand-related events; designed the packaging and the T-shirt that was included as a free gift in the pack; and jointly presented part of his collection with Rexona. At the Pasarela Cibeles fashion show, the product was promoted together with the designer’s clothes. In the upper right-hand corner, Rexona advertisements boast ‘Recommended by Juan Duyos’. 

Measuring the Phenomenon

The last speaker was Toni Seijo, who serves as Director of Ipsos ASI Barcelona and lectures at ESADE. Mr. Seijo acknowledged the difficulty of measuring the impact of 360º campaigns (‘It’s already hard to do so with traditional campaigns’) and stressed the importance of creativity (‘It’s the key’). He slightly modified the definition of 360º campaigns that had been proposed by Mr. Rodríguez: ‘Different media that use 360º campaigns can and must have different goals, but the campaign must always focus on a single concept.’ He wrapped up his talk by asking a rhetorical question: ‘Who will make money with 360º campaigns: communications agencies or media agencies?’ 

All of the speakers agreed that 360º campaigns are not just a fad, but rather are here to stay. The session ended with a lively question-and-answer session between the audience and the speakers.




Programme:

Marketing Campaigns 360º 

The ESADE Alumni Marketing Club organizes the conference which includes: The Case of Rexona Crystal; The Case of Unno; The Means and Tools Used in 360º Marketing Campaigns and Evaluating 360º Communication Campaigns.

Campaign 360º:Rexona Crystal’s case