iJam is much more than ham: it’s the perfect fusion of two ideas: the Spanish traditional ham and the iPhone. What started as a Christmas mailing to 700 people became what MacWorld called “the viral phenomena of the year”, 1,200,000 visits (more than apple.es over the same period), 185,000 references in Google, display in the news and new contracts for the agency.
We used the opportunity of the Christmas Greetings to demonstrate the creative capacity of our agency to our clients, prospects and friends, in order to get some new contracts.
A research determined the most valued presents over Christmas in Spain were either a ham for the most traditional people or an iPhone for the modern.
Why not please both profiles? Why not combine both concepts?
iHam is more than ham: it's the perfect fusion of two ideas, the Spanish ham and the iPhone.
Thus the IHam was born: 'i' as in I and 'Ham' as in Ham.
The campaign was executed in two phases:
Phase 1: direct mail
700 friends, clients, prospects and colleagues received Shackleton's Christmas present. For the first time a Spanish traditional ham acquired a specially designed package with a technological look, a user guide, accessories and even an Installation CD.
Phase 2: Web- online campaign
In the parcel, everyone who received the iJam was invited to visit it's web. There a 'Guided Tour' video explained how to 'enjoy the product', as well as displayed the whole range of products and accessories of the iHam family.
'Mac World' called it the 'the viral phenomena of the year'
- 1,200,000 visits to the web www.ijam.es (more than apple.es)
- 120,000 views on Youtube
- 212,000 pages in Google
- It appeared in 3,000 blogs, TV, radio and was nominated as 'best present of the year'
- 2500 emails from 13 countries
- Apple Spain invited us for dinner.
- 3 new clients for the agency: Google, Osborne and Planeta.
- Donuts, 3M, Dewars, Henkel asked for meetings.
- 276 requests to buy/distribute the IHam.
The information on the companies above is available on demand.
- Silver - Empresas y Servicios al Consumidor
- Gold - Marketing Directo
- Silver - Soportes Interactivos
- Gold - Mejor Campaña de Autopromoción
- Gold - Servicios a Empresas
- Silver - Campaña Integrada
Club de Creativos
- PEA - Pieza Anuario
- Silver - Viral. Publicidad no comercial
- PEA - Autopromoción