Strategy Book, the result of 4 month of BootCamp of Account Planning @Miami Ad School Madrid

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patrickds@gmail.com
www.patrickds.com

2. LA ONCE - Spain
Campaign Objective
La Once is a Spanish non-profitable organization with the mission to increase the life
quality of those who are blind or suffer from some visual disability. Their biggest revenue
comes from lottery games, in which almost 110.000 people are beneficed from.
They offer a variety of product ranges, each one adapted to a market context.
The objective was to develop a solution to the instant lottery called “Los Rascas”, a
scratch ticket based on simple and fast mechanics with prizes ranging from 0,50€ and
10.000€, depending on the product. This range of games have a short life, demanding
constant use of advertisement and development of new mechanics to keep sales.
Client Campaign Objetives:
1. Expand the range of products in the Instant Lottery, or,
2. Create a new concept of Instant Lottery
Insights and findings:
1. The usual buyer of Instant Lotteries is younger than traditional lotteries and lucky
games. They buy the product waiting for a fast and easy profit hopping for a small
economic happiness. The non buyer is looking for higher prizes or don’t believe in luck
games.
2. This kind of product has a short time life due to its simplicity and passiveness. It
doesn’t promote any challenge. Younger players are looking for games with higher prizes
and more complex mechanics where they have more chances to win.
3. Because it’s has a simple mechanic and is an instant lottery, the winners are hardly
known and there is a perception that the higher prizes are never won. La Once is sold in
kiosks and their sellers are proud when they sell a prized ticket, it means they bring luck.

3. 4. When you buy the ticket, your luck is already set. You don’t have any control over your
chances to win. Younger players have the perception that the higher prizes are never
sorted and that there it’s impossible to get high prizes.
5. All of us have had at least once the desire to triumph over luck. And if the power to win
were in the hand of the player, and the price had to be reached instead of sorted?
Strategy
“You decide your luck”
We decided to develop a new kind of product that fulfills with both client objectives. It is a
new product with new mechanics that is added to the present “Los Rascas”. It will also
allow La Once to develop new products evolving from it.
To triumph over you luck we based our concept upon a the idea that you can decide
where to go and when to stop. It’s up to you to reach the higher prize or give up with
lower prizes. It’s like being in a labyrinth where you have to use your skills and follow your
instincts.
The Game:
“The 7x7”
The product mechanics resembles to a labyrinth with 7 columns and 7 rows with 49
scratch boxes in the total. You pick a route, being able to go forwards, leftwards or
rightwards in each box. There are 5 prizes and 5 deaths distributed in the boxes of each
tickets. To increase the emotion each ticket contain all the prize range from 0,50€ to
5.000€. To reach the higher prize is just up to the player. The price is set to 1,00€, the
same price of one of the actual products.
The name “The 7x7” links straightly to the product line name ”The 7 of Luck” and the
“The Super 7 of Luck” and represents also one characteristic of the product.

4. With this new product we elevate the perception of a functional benefit that is a fast prize
and easy win to an emotional benefit that it’s a game where you are able to be rewarded
because of your skills. With this we enrich the possibilities of the Instant Lottery allowing
the development of similar products and powering it with the addictive characteristic of
games.
Creative solution
The communication is based upon the concept that you pick you luck and it’s instinctive
to win or not the prize. It turns the prize in a conquest.
The campaign is based on the game mechanics, with every action alluding to the game
and its steps. The instinct is used to illustrate the possibility to win or opt to stop before
reaching the top prize.

5. For a promotional event a National Challenge was created. A promotional ticket is printed
with 2 prize boxes converted to the National Challenge invitation. The participants would
have to finish games with similar mechanics from the 7x7, with possibility to be eliminated
when finding a skull or trying further to be the big winner of 50.000€.
Also to stimulate interaction with the game and concept it will utilize a touch screen
distributed in metros and bus stops, where you can play the game touching the screen.
The prizes in this action would be converted to real tickets that could be collected in a
kiosk.
The internet supports the actions with news about new winners, games resembling the
product, advertising material with spots, jingles and wallpapers, and a game like the 7x7
to train user skills.
IMPULSA TDT - Spain
Campaign Objective

6. Impulsa TDT is the commercial name for the Association to the Implementation and
Development of Terrestrial Digital Television in Spain. It was created to promote the
Terrestrial Digital Television (TDT) and communicate the change to the digital format.
The Terrestrial Digital Television is a new band technology that will substitute the
conventional band. The full conversion will happen in April 2010 when all analogic signal
will be stopped, that is the “Analogic Black Out”.
The objective was to communicate the change to the part of the part of the population
not aware of the adjustment to the new standards and call them to migrate to the new
format.
Insights and findings:
1. The Analogic Black Out is well known in Spain. Among the nonusers that are 40% of
the population, 80% are informed about the need to change and are likely to continue
with it until the limit date. However, what is TDT and it’s benefits is not clear to the
majority.
2. The need to change is less known among the elderly, principally from small villages.
They are in their major part retired, live in couple or alone, and have simple habits. The
television is a big part of their entertainment.
For most of the population in a higher age range the television is more than
entertainment, it’s like a friend, and the worst thing that could happen to them is losing a
companion that has been by their side so long.
3. The necessary steps to change to TDT is not clear to the nonusers. It has many
necessary procedures to assure the correct change. The installers are ready but not
always have the means to communicate that they are there to help with the change.
Strategy
“Save John Wayne”

7. We created the campaign upon a basis that a the disappearance of a traditional Television
personage, well known in Spain, would link to the “black out” of a common companion
that was the TV.
Major Points
1. The personage and his leaving linking to the emotional fear of losing a close friend.
This aims to communicate in a friendly way the need to change to TDT. Also, the
personage is a powerful representation of what is television and connects both to the
target people and younger generations through a feeling of nostalgia.
2. The installers are an important part of the change and are connected to the campaign
as the solvers of the question, or “Saviors of John Wayne”, providing them both with
material incentives and motivation and to be the personal touch of TDT.
Creative solution
1. John Wayne goes.
Communicate that John Wayne is going away and that you can prevent him from leaving.
This would be communicated through Television, Radio and printed folders distributed in
public spaces like hospitals, churches and bars.
2.The saviors.

8. To explain why John Wayne is in danger and how to save it, direct marketing would be
sent together with electricity bills to the target. It has of a list of regional installers
telephones and an illustrated help guide with easy steps to change to TDT.
The installers would receive a kit “Savior of John Wayne” and a promotional uniform to
link them to the campaign when visiting houses to install the TDT. Also merchandising
material would be provided.
Support Actions
After the game and the event support actions in specialised magazines and in the internet
are established to maintain a communication with the target.

9. Blyk - United Kingdom
Campaign Objective
Blyk is a UK based free mobile telephony network based on advertisement and it’s the
first of it’s model. Users receive up to 6 commercial messages per day in exchange for
monthly free credits worth £15. It’s aimed exclusively for 16-24 year olds and it’s invitation
based, that means, to become a member you need to be invited by some friend or
through a promotion.
Blyk constantly updates information about their users throughout research. They go
beyond a mobile network and turn themselves into advertising/media platform. Blyk has
rich information about their users and enhances the quality of the communication turning
possible to engage and dialogue with their target.
It’s a young company that reached 170.000 subscribers in just a 10 months and now it is
looking to make itself known into the Advertising market, establishing it as a powerful
marketing tool.
Insights and findings:
The majority of Britons are starting to accept that advertising in mobile will continue to
increase while almost 50% of the UK’s youth wants to receive promos in their mobiles.
But they want something in return. Although they expect the inevitable growth of mobile
marketing, brands need to offer and add value to be successful. They need to be
relevant, and learning how to incentive and reward participants is
Blyk offers quality information of it users through segmentation. Their constant database
update turns possible high selection of targets, feedback’s and insights about their
services and costumers. It allows the use of messages, photos and videos to enrich
experience and recall.

10. Online communities provide people within your network with information about your
tastes and habits. However we usually look for people with our own interests. The act of
looking colleagues profiles is not friendly and not everything is online. People with
common tastes and habits interact more and have better friendships.
Strategy
“We are curious by nature”
The campaign was developed upon the idea that everyone is curious by nature, and we
have an especial interest in our friends, colleagues and their tastes. We always seek to
gather information about people that surround us in an discrete way, but sometimes we
don’t know how or don’t have opportunities to get to know them better. Blyk structures
allows interaction, dialogue and research and the the idea is to use this tolls to show they
know how to collect information and use it by showing they can entertain users with a
action that promotes social interaction using relevant messages.
Major Points
A Quest to discover more about your friends will utilise all the tools provided by Blyk,
generating an important opportunity to experiment how it works while generating
emotional involvement with a challenge to get to know more of your colleagues.
After the social interaction started in game, an event means to involve emotionally all the
target people by using the information provided by the game.
Posterior to the game and event Blyk will promote one meeting where the agencies and
marketing representatives from potential clients will be invited. This stage means to
present all Blyk tools for creating mobile campaigns and efficiently impact the Briton
youth. The game case will be presented among other successful actions.
Creative solution
1. The black box and the mysterious characters.

11. The game to promote Blyk was developed to promote social
interaction between media planners, account planners and
Creative Directors in each agency. Each participant receives
a black box containing a mobile phone and a SIM card.
Through text and multimedia messages the users would
experiment truly what is to be a Blykrer and how do they
gather information and promote engagement. To discover
who was promoting the game it was necessary to finish the
game. The name of Blyk wouldn’t be mentioned until a final stage, when a new box with a
message explaining the campaign and a call for an event would be delivered. During the
game, the mobile and the SIM provided could be used for regular calls with a time and
SMS limit similar to what a conventional Blyk user has. After the end of this stage they
can use them like any other Blyker.
2. The final event you picked.
All relevant information gathered during the game would be used to promote a surprise
event that connects with the people. Here all the musical, cultural and food tastes are
used to create a show representing what people had more in common. Personalized
products like T-shirts or mugs would be given to each participant with messages
corresponding to their respective tastes and habits, collected during the game time.
Support Actions
After the game and the event support actions in specialised magazines and in the internet
are established to maintain a communication with the target.
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UNFOLD PATRICKDS - BOOK for Miami Ad School

12. The Agency Exposure promoted by the Miami Ad School in Madrid is a opportunity to the
students to present their ideas and solutions developed during the 3 months time boot
camp. 27 professionals with big will to show Agency Directors they worth the bet, that
they are a valuable asset in the growing field that is Account Planning. The best agencies
and their best professionals will be looking for future creative planners, brand managers,
idea makers, strategists, market advisers and strategists, and we have 5 minutes to blow
their mind up with our book...
Objective: To create awareness about myself and create job opportunities.
Insight and Findings:
1. 27 “competitors” side by side presenting their concepts in similar ways. Everyone will
be presenting the strategies developed during the BootCamp. This decreases awareness
and recall.
2. Market in bad shape: Crisis. Just the best professionals capable of generating value
have a potential opportunity to get hired in a short time period. Recalling the message
increases opportunities.
Solution: To make a no-book where no strategies developed in the BootCamp will be
presented. Instead I will call attention to myself as a strategist, telling my history and why
I’ve become a planner. The strategies will be presented in a website, where everyone can
interact and post comments.
Idea: Unfold me (Unfold my life) -> Discover me
Creative Strategy: Present a folded moleskine where my life history will be told relating
what choices led me to what I am professionally today.
Midia:
Printed folded “Time-line”
Website with all strategies, arts and CV.

13. Selected cases:
1. La Once
2. Impulsa TDT
3. Blyk