Marco De Comunicacion

Marco de Comunicación identified St. Valentines Day as a potential opportunity to create a breakthrough coverage positioning for its client match.com, a leading online dtaing site. The agency came up with the idea of creating a huge stunt event that would generate extensive TV coverage and link match.com with the idea of dating and love. A 7 metric ton, 4x 5 x 2 metres chocolate heart bearing the match.com logo was produced in the very city center of Madrid. This World Guinness Record award winner, became the largest chocolate structure ever built. It was unveiled the eve of St. Valentines Day by local TV celebrity Rocio Madrid. Several media story lines were developed: the making of the heart which took 5 days and nights; the unveiling of the heart, and the break up and distribution of the chocolate to homeless people via local non-profits. Media results: 56 millions million people were exposed to the generated coverage
Total media buying equivalent of 500.000 € Membership increased to 1.200.000 members by April 2004. Some online marketing activies took place during this period on time but no other off line and no advertising investment was made. Awareness among singles increased to 99%. Awareness among target journalists increased to 95%.

Marco de Comunicación won the account of the Abdul Aziz Saud Al Babtain Foundation in a ten way pitch during the summer of 2004. The Foundation dedicates itself to promoting mutual respect and understanding between religions and cultures. The brief consisted of public education resulting in mutual respect and better understanding of the Muslim culture by generating quality media coverage about the Foundation and its cause in Spanish and in some leading European media. The public opinion in Spain regarding Muslims and Arab culture in general was extremely negative at the moment of the brief due to the islamic terrorist attacks on 11 March 2004 and the constant flow of illegal immigrants from Muslim countries in the North of Africa.

The biannual congress of the Foundation which took place in Southern Spain in the city of Cordoba on October 2004 was used as a media platform. The Congress took place from October 4th to 9th, and was named after the poet Ibn Zaydun and had three sections: an award ceremony, the socio cultural conferences Islam and West: From Discord towards Coexistence, and in third place a literary seminar on the work of Ibn Zaydun. Marco de Comunicación set up a press conference in Madrid week prior to the event targeting Spanish TV news, radio, quality newspapers and international correspondents. The objective was to raise interest with the Spanish news media at large to cover the event through their local correspondents in Cordoba which is located in the south of Spain at 3 hours travel from Madrid via train and to pitch interviews with international media with high level guest speakers at the event.

Media results included over 80 news clippings on the event; 10 interviews with Mr. Al-Babtain in national and international media, 40 interviews with participants, organizers and speakers, and various opinion articles. Publicity and coverage were equal to 5 times the original investment of the event with a total media buying equivalent of 248.350 euros with a total reach of 221 million media impacts. Media content was 100% positive with endorsement from politicians as well as leading opinion formers thus shifting perception with the public at large and lowering racist tendencies while promoting mutual understanding and appreciation of real values of the Islam.

The agency pitch organized by the French Lingerie and Swimwear association, Promincor, was won by Marco de Comunicación in June 2004. The brief called for reaching out to the Spanish consumers for the first time ever, highlighting the perceived benefits of French lingerie brands (quality, elegance and comfort) in contrast to cheaper and less sophisticated domestic brands. French Lingerie's participating brands included Aubade, Chantelle, Huit, Simone Pérèle and Princesse Tam Tam. Marco de Comunicación opted to organize a media event to score extensive media coverage, focused on TV, that combined a strong content story line based upon an exclusive survey of Spanish women and their views on lengerie and impactful visual elements provided by a catwalk show with models dressed in French lingerie. The media event was presented by national media celebrities Ana García Siñeriz and Lola Gavarrón.

The results of the survey conducted among 1000 Spanish women identifying for the first time ever their behaviour and preferences regarding lingerie, were presented by chief editors of trade magazines and breast phisician Dr. Mato.

The event, under the name of "The Form of Seduction" was held at the recently opened Costume Museum ‘Museo del Traje’ on September 13, 2004.

In addition, the agency prepared a mailing to retailers to fully involve them in the project and to increase product petitions from consumers with in-store display elements such as repints of coverage and consumer leaflets featuring the French lengerie brands. The event had a significant media impact, with 7 TV stations present to cover the event. Apart from being covered by all main national and regional TV news programmes and over 40 national and regional newspapers, 7 interviews with the top-audience radio stations were conducted. Total outreach was of 36 million consumer contacts and media coverage was worth 406.337 euros in media buying equivalent.

Marco de Comunicación identified St. Valentines Day as a potential opportunity to create a breakthrough coverage positioning for its client MATCH.COM, a leading online dating site. Marco de Comunicacion came up with the idea of creating a huge stunt event that would generate extensive TV coverage and link match.com with the idea of dating and love. A 7 metric ton, 4x 5 x 2 metres chocolate heart bearing the match.com logo was produced in the very city center of Madrid. This World Guinness Record award winner, became the largest chocolate structure ever built. It was unveiled the eve of St. Valentines Day by local TV celebrity Rocio Madrid. Several media story lines were developed: the making of the heart which took 5 days and nights; the unveiling of the heart, and the break up and distribution of the chocolate to homeless people via local non-profits. Media results: 56 millions million people were exposed to the generated coverage
Total media buying equivalent of 500.000 € Membership increased to 1.200.000 members by April 2004. Some online marketing activies took place during this period on time but no other off line and no advertising investment was made. Awareness among singles increased to 99%. Awareness among target journalists increased to 95%.