Proximity Madrid

Client: PULLMANTUR CRUCEROS
Product: CRUISES
Title: HOME ABOARD.Welcome Home.
Media: DIGITAL
Country: Spain
Date Of Campaign: October 25th, 2017

Background: Cruises have been taken over by mass tourism, and the whole thing has become impersonal.

Idea: For this reason, Pullmantur Cruises, Spain’s shipping line par excellence, known and recognised for the quality of its crew, wanted to give a real demonstration of its differential value: personal service. and who could be better than Antonio, their most loyal cruise passenger, to test it. Antonio Benedico is 93 years old and has travelled on 32 cruises with Pullmantur Cruises. Last year his doctor recommended that he should stop travelling due to problems with mobility, and that he should stay at home. But if Antonio couldn’t leave his home, we would literally turn one of our cabins into a home for him. We researched what we would need to make an exact replica of his home, and in one week we built the most recognisable part of his house: his bedroom, his bookshelves with each and every one of his souvenirs, and his watchmaker’s office. On 7th october we gave Antonio a surprise invitation to go on what would be his 33rd cruise. over 5 frenetic hours, we transformed his cabin into one of the biggest surprises of his life: his home was on board.

Results: 11,000,000 VIEWS. 63% AUDIENCE RETENTION. +38.2% POSITIVE NOISE FOR THE BRAND52.6% POSITIVE NOISE FOR THE CAMPAIGN. +150% VISITS TO THEIR WEB OVER THE PREVIOUS PERIOD.+99% VISITS TO THEIR WEB OVER THE PREVIOUS YEAR AND MOST IMPORTANTLY:+40% PASSENGERS OVER THE SAME PERIOD ONE YEAR AGO.