FCB Showtime - "Gamper Day Images"

Herraiz Soto &Co. Barcelona, Spain

2809

Brand: FCB Showtime
Country: Spain

Advertiser: Hewlett-Packard

Title	Gamper Day Images
Agency	Herraiz Soto &Co.
Campaign	Showtime - HP
Advertiser	Hewlett-Packard
Brand	FCB Showtime
Posted	June 2008
Business Sector	TV/Radio Programs & Stations
Story	HP created a new photograph printing service: HP Memorabilia Service. This application enables users to create a mashup of images of major brands from the world of sport and entertainment with their own photographs and to print out a range of products such as posters, photo albums, etc. Initially, interactive units with this application were installed in shopping centres and cultural centres and, although they were successful, a much greater potential was identified. So HP sought to establish associations with sports clubs, cultural institutions and major entertainment brands in order to install the units in strategic locations so that fans and event-goers could have personalised memorabilia to remind them of their visit. The first client of this service was FC Barcelona, which added an element of highly- charged emotion to the process due to the intensity with which fans support the club. This is where we come in. HP wanted to communicate that although the service was not innovative in terms of its functions, it was in terms of the content of its products. The problem was to find a way to strongly enter a saturated market in order to differentiate their service. They asked us to create a banner campaign and we created a brand strategy.
Philosophy	We created Showtime, a completely modular brand that enables co- branding and transmits positive values. Showtime takes on the values of the HP brand and the values of the associated brands and combines them to become even stronger. The first co-branding project was with FC Barcelona. We produced in site graphics
Problem	We needed a concept that we could use with all the brands, an umbrella concept that encompasses the value of HP and the associated brand in each situation, whether it is a basketball match, a football match or a major film premiere or an unforgettable day out at a theme park. This concept had to transmit an inspiring message, a call to action, a feeling of belonging to something greater than ourselves. This is why we called the brand Showtime.
Result	More than 50 million impacts in the Sport online campaign 212,150 images sent to fcbshowtime.com References in hundreds of blogs and forums all around the world. More than 5 million impacts with editorials in written press (Sport newspaper) the Sport front page (19 December) 109 radio advertisements 2 TV appearances 98,248 people held up the mosaic on the day of the Barça-Madrid match The match was broadcast in 16 countries More than 300,000,000 people watched the match on TV. In the end we achieved something that is extremely difficult to do: we reached peoples hearts and made them believe in Showtime. We did not do this with a product or with an advertising campaign, we did it with a strategy based on doing rather than saying, a strategy that involved people, a strategy that shows our way of understanding advertising as dialogue between people and brands.
Media Type	Events
Market	Spain
Creative Director	Rafa Soto
Copywriter	Javier Urtasun
Voice	Javier Urtasun
Art Director	Sergio Cullell
Graphics	Sergio Cullell
Account Executive	Anna Fornells
Editor	Javier Urtasun
Application Developer	Alba Ortiz
Music	Jordi Ponsa