Negone. The escape
No to prison
Briefing:
Negone is an entertainment factory that produces, operates anddistributes leisure concepts based on state-of-the art technology. Theyopened MADRID-THE ESCAPE, a game in which participants have to escapefrom a futuristic prison.
Solution:
We spread the rumour that it was a real prison, encouraging neighbours to protest: graffiti appeared saying NOT TO PRISON IN CAPITÁN HAYA ST.! They could also protest at www.noalacarcel.com
The resolution showed the message under the graffiti: Escape the prison at Capitán Haya St.!
Media were invited to be the first to escape, with a file concealed inside a loaf of bread.
Results:
7.000 people visited Negone in 15 days, recovering the investment in one month. 100% of the Media attended the presentation.
Negone is an entertainment factory that produces, operates anddistributes leisure concepts based on state-of-the art technology. Theyopened MADRID-THE ESCAPE, a game in which participants have to escapefrom a futuristic prison.
Solution:
We spread the rumour that it was a real prison, encouraging neighbours to protest: graffiti appeared saying NOT TO PRISON IN CAPITÁN HAYA ST.! They could also protest at www.noalacarcel.com
The resolution showed the message under the graffiti: Escape the prison at Capitán Haya St.!
Media were invited to be the first to escape, with a file concealed inside a loaf of bread.
Results:
7.000 people visited Negone in 15 days, recovering the investment in one month. 100% of the Media attended the presentation.
Negone. The escape
Negone. The escape.
Briefing:
Negone is an entertainment factory that produces, operates and distributes leisure concepts based on state-of-the art technology. They opened MADRID-THE ESCAPE, a game in which participants have to escape from a futuristic prison. In order to fill in the off-peak hours, they decided to resort to schools.
Solution:
We decided to draw the attention of the decision-makers at each School, getting under their skin and illustrating the "difficulties" they had to deal with every day and inviting them to "lock up their students" in Negone.
Results:
After a third of the mailing was sent out, 2.600 tickets were sold, with a Return On Investment of 363%.
Negone is an entertainment factory that produces, operates and distributes leisure concepts based on state-of-the art technology. They opened MADRID-THE ESCAPE, a game in which participants have to escape from a futuristic prison. In order to fill in the off-peak hours, they decided to resort to schools.
Solution:
We decided to draw the attention of the decision-makers at each School, getting under their skin and illustrating the "difficulties" they had to deal with every day and inviting them to "lock up their students" in Negone.
Results:
After a third of the mailing was sent out, 2.600 tickets were sold, with a Return On Investment of 363%.
