Cepsa: Maldonado's Last Weather Report

Cepsa hoped to score the all-important first heating-fuel orders of the season. Spotting an opportunity with the retirement of Maldonado, Spain's best known weatherman, it built a campaign that played on its existing "Winter Lovers" campaign.

Cepsa: Maldonado's Last Weather Report

Shackleton

ENTRY INFORMATION

Category: Communications/UtilitiesCountry where program ran: SpainDate program started/ended: 1st August 2008 - 31st March 2009

Product Description: When winter approaches Cepsa seeks to get the first order of Heating Gas because it almost always determines the rest of orders for the year. This year, we built on the retirement of the most famous weatherman in Spain, using him as a prescriber of Cepsa's products and positioning.

Advertiser/Client Name: CepsaMedia Channels: Direct MailWeb DevelopmentOtherWebsite: http://www.judgingishard.com/echo/maldonado

STRATEGY

Marketplace Challenge:

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