The document discusses strategies for two brands to strengthen their bonds with consumers. For GameStop, the strategy is to target teenagers by marketing downloadable content cards as "passports to freedom" without needing parents' permission or credit cards. For AllSaints, the strategy is to position the brand as a bridge between trendsetters and followers and connect consumers to East London culture through exclusive access to parties and underground pop-up bars to make customers feel like cultural insiders.

1. Eider Cordoba Strategic Planner

2. “From a little spark may burst a flame.” Dante Alighieri

3. thespark* *How can a belief inspire a revolution? What makes a great song move millions of people? What turns an idea into a life-changing solution? A spark generated by a true connection between people, emotions and ideas. A spark is small, but generates big and long-lasting chain reactions.

4. Finding the connection The connection triggers the spark when a brand engages its audience in a fluent dialogue… Connection as a catalyst of the spark in my life… It begins when I start a conversation and see the world through the other’s eyes, excited about discovering new perspectives. A brand starts a relationship with its audience when it understands their world and can feel their emotions. By becoming a means of individual expression and social interaction, the brand and the audience become mutual influencers. By sharing ideas, feelings, and messages they inspire each other. We find that common space of inspiration that sets off positive emotions in both of us. We both leave with a smile. We have each gained something. Both parties leave with a smile. Both have gained something.

5. My role as a planner is to create a connection that triggers the spark. When measuring the superconductivity of materials, Hcrepresents the minimum level of resistance. When measuring the spark generated between brands, the creative team, and the audience, Ec(Eider Cordoba) represents the maximum level of connectivity. Ec (Excellent Connectivity) Br (Brand) Cr (Creatives) Au (Audience)

6. Maximum Ecsituations that triggered the spark*: To see a case where a physical connection generated the spark (GameStop DLC cards), turn to… To find out about a case where a social connection triggered the spark (All Saints), turn to… For a case where the emotional connection set off the spark (Smart Car), turn to… Award winning case (Chevy Sonic) Bio CV My life philosophy page 6 page 13 page 19 page 26 page 28 page 29 Page 30

7. Art Director: Kristina Bingham | Copywriter: Dan Berenson | Strategic Planners: Eider Cordoba & Tom Haslow 6

8. GameStop is facing a digital threat The digital economy is revolutionizing the way business is done, and brands need to adapt quickly to evolving consumer habits to survive. Traditional retailers such as Blockbuster or Borders have already lost the battle. The video game retailer GameStop doesn’t want to end the same way. DLC Cards to the rescue As part of their adaptation strategy, GameStop will try to boost in-store traffic by increasing interest in the physical Downloadable Content Cards (DLC) they sell. There is only one condition: stay loyal to their “Power to the Player” motto. But Is there a reason for someone to buy DLC cards in store? Why would someone want to drive to the store and pick up a physical card (they won’t even get to keep) and go back home to download extra levels, features ,and maps for their game? This can be done skipping steps 1 and 2, directly from your console or computer! There is a main advantage that differentiates DLC cards from the online purchasing process: no credit card is needed. This gave us the clue to define our target. Who are heavy gamers but have no credit card? Teenagers * 7

9. Teenagers crave freedom Teenage boys have just lost childhood’s innocence and seek to explore the world and express themselves. They want independence, but interviews revealed a huge barrier between them and the freedom they crave: total dependence on their parent’s permission. They turn to gaming because it’s a world in which they, and not adults, are the experts. They are in control. We identified the tension that led us to the strategy: they feel free in the gaming world, but at the end of the day, their parents hold their strings. Strategy Turn the DLC cards into passports to a world of freedom exclusively for teenagers. A place where they can think for themselves and feel empowered by making their own purchasing decisions. Strategic Platform Play your own game “Because gaming is more of a lifestyle than a hobby, we refuse to provide anything less than the ultimate gaming experience. We’re still in your shoes, we know what gamers want. Unlock the next level of your life, control your own world. No permissions, no restrictions. Fire up your console, and settle in for a late night. The game doesn’t stop until you do. At Gamestop, the gamer makes the rules.” 8

10. • Creative idea: The NOCC list, no one can track you We created the NOCC list (NO Credit Card), after NOC (Non-Official Cover), a term used in espionage for agents who assume covert roles. Being in this list gives them access to exclusive promotions and content, both in the store and in the actual games. For all this, they don’t need their parents’ credit cards or their permission. No one can control or track them. 9

11. Kick off: a personal letter to recruit teenagers. Kids that age are not used to receiving mail to their attention. So we decided to address them directly to make them feel important. Following the spy theme, we draw them into the NOCC loyalty program by sending them on a mission. A mission to access a world in which parents are not allowed. NOCC will maximize their gaming experience and only they will be in control. 10

12. Augmented Reality user-experience in the stores. The membership card only shows the identity of the teenager when aimed at the AR kiosk. It lets them preview and interact with the DLC card they are about to buy. We enhanced the physical objects, creating collector’s edition cards that shoppers could keep and exchange 11

13. Only NOCC list members can access the facebook site by entering a code they are given when purchasing a DLC card. The code changes every month. The site gives exclusive information on game releases and tricks. The same code can be used to access exclusive walkthroughs in Youtubethat will help the gamer get through the toughest parts of the games. 12

14. Art Director: Mario Ortga | Copywriter: Frank Bertino | Strategic Planners: Eider Cordoba & Ned Sonnenschein 13

15. Objective Create a stronger bond with the American consumers to ensure longevity for AllSaints as a brand. A lifestyle supermarket without a lifestyle to sell AllSaints started as an apparel shop in East London and they are now expanding throughout the US with 50 new stores in major cities and malls. It’s easy to lose one’s identity in this growth process. Category leaders like Urban Outfitters, Diesel and American Apparel have clearly articulated lifestyles and communities formed around them. And although AllSaints has the potential of becoming a lifestyle supermarket, right now, there is nothing for a community to hinge around. “Lifestyle supermarket”: A retailer that offers a 360° buying experience around the cultural tastes of a specific urban tribe. Mainstream trendy We turned to the product to understand what AllSaints could stand for. The clothes might look cutting edge, designed and distinctive, but this gives rise to two tension points. First of all, uniqueness is a hard selling point with the current distribution panorama. And second, trend setters are not going to buy in a lifestyle supermarket. They will find that little store in the East Village or turn to an emerging designer to find a unique piece and make a statement. But how about these young professionals who left the university cocoon and moved into the city to discover a whole world of possibilities when it comes to fashion and culture? They are in the process of defining their identities. They admire the trend-setter and are interested in fashion, but they either don’t know how to achieve that look, don’t have the time to look for it, or don’t feel confident to express their individuality making a fashion statement. 14

16. * Brand role: the bridge between trend-setters and trend followers We turned the tension points into an advantage: we made the distinctiveness available to a broader audience. AllSaints is the bridge between the trend-setter and the trend follower that wants to feel like the cool kid who gets invited to the Chelsea gallery opening or is in the loop about a Brooklyn warehouse party. London calling And that is a lifestyle AllSaints has the right to own thanks to its East London heritage. East London culture is associated with cutting edge fashion, unique music and nightlife, street art…Wearing All Saints our target will feels like they blend into that crowd of the PS1 Warm Up parties. They are one step closer to being that cool kid. AllSaints will help them navigate the complex terrain of cutting-edge fashion, music, art, and nightlife, so they feel like that sophisticated urbanite who is always one step ahead of the curve. Engagement strategy Give our target the illusion of being insiders by making them feel in-the-know. To achieve that, we need to create a cultural experience rooted in its East London origin, in store and outside the store. Strategic platform Are you on the list? 15

17. Creative idea: Are you on the list? Achieve true insider cues, we are keeping it underground. AllSaints gives you the chance to get into that underground party. You are no longer going because a friend of a friend put someone on the list. You are the insider. However, a party is not cool unless you have the doubt of whether you’ll get in or not. Print ads will be inserted in mainstream trendy lifestyle magazines like Vice or Nylon. If your name is on it, you are in. If not, you will have to wait until next month to see if you can get in. 16

18. Pop up dive bars will be set in main cities for a few weeks. The only identifier will be the store logo. No clothes, no AllSaints mentioned anywhere The location of the pop up bars, and the dates it will be open, will be subtly announced in the purchase receipt. Again, the idea is to keep it underground. 17

19. All the touchpoints of the store need to convey the East London feel. From employees that are in-the-know, to magazines, books and CDs displayed in the store. Paired with a pint Each line of clothing is paired with a particular kind of beer. When you purchase the item, you get the pint mentioned in the label. Paired with a pint Using your smartphone, you can download the East London music that is currently playing at the store, you just need to download the app, and bump the wall. 18

20. Art Director: Kristina Bingham | Copywriter: Dan Berenson | Strategic Planners: Eider Cordoba & Tom Haslow 19

21. Objective We have been asked to increase Smart Car mind share in the USA. Eco-friendly? Inexpensive? For young urbanites? Smart originally positioned itself as an inexpensive, eco-friendly city car marketed towards hip people in their twenties and in their thirties with an anti-consumption mindset. It used to lead in fuel efficiency but they are getting squeezed by new hybrids coming out (from 3rd in the category in 2008, to 12th in 2011). It can’t compete for price in the subcompact category either… there are many others at the same price level with better features. And when it comes to the appeal of the car among the people it is targeted to, young urbanites, it is close to zero. They think it’s ugly and stupid looking; they don’t want to get caught driving one. “Overpriced, small and stupid looking” “Ugly, ugly, ugly” “A bumper car. I will never buy one” “Ridiculous. Viva Mini!” “What’s a Smart Car?" 20

22. If not the young urbanites, who is enjoying Smart? Our research showed what the dealers already knew: it was the baby boomer empty nesters, and middle aged wealthy family men who went to their dealerships in herds looking for their second or third car. Yes they are on the progressive side and appreciate the fuel efficiency that makes it green, practical things like easy parking and cheap insurance… but none of these are a decisive factor. * Connecting the brand and the audience: No back seat When you look at Smart you don’t see a car. It’s a bumper car, or a golf cart, or a vacation buggy. You look back, and there is no back seat! No kids to drive to soccer practice or groceries for the whole week. Getting rid of the back seat is getting rid of a burden that encapsulates your day-to-day life. It’s a vessel that transports you to a place of less responsibility and more joy, going back to an idealistic view of the world, like you had when you were younger. Rediscovering fun at a different stage of your life Empty nest boomers and family guys are both rediscovering the possibilities of the outside world after long periods of hard work and responsibility. Successful family men can finally chill for a bit away from family burdens, and empty nesters are rediscovering the fun of being free again. Smart owners like the fact that it stands out and is unique, it is more about “I’m having fun with it” and being an extrovert. As you get older, the world expects you to get more serious and add more responsibilities, owning a Smart car is a middle finger to that idea. It’s doing what they want and not what they are expected to do. They are getting back into the world. Strategy Create a platform to give empty nesters and family guys the sense of possibility and excitement of youth Strategic Platform Your new first car 21

23. Creative idea: Get out there and explore! The feeling of liberation these people get from driving a Smart Car, or talking about it, is like having their first car all over again. They are able to go to their favorite spots freely, to do their own activities. We want to help them revive that feeling of discovery through the Street Smart platform that will help them see their city in a different way, appealing to their cultural interests and desire to have fun. 22

24. Reproducing our first car game: the dices. It is a game we used to play as teenagers, when we started driving our first cars and enjoyed the excitement of the journey even more than the destination: you rolled the dices and they gave you a direction and a distance. We recreated a digital version of the dice game to encourage Smart Car drivers to get out there and discover new places. As if it was their first car. Rediscovering the city through Smart guides. We created a Smart guide to show some of the hidden gems of the city. The geolocatoridentifies where the Smart Car is, and suggests points of interest and a GPS function to help the driver get there. The app also offers the possibility to pick a different city and discover it the Smart way. 23

25. Rediscovering the city through a nomad art exhibition. We are Speaking to the biggest advocates of art (not necessarily its biggest consumers). So we used art as an excuse to bring our audience to different points of interest like a wine tasting establishments, a picturesque spot etc. We selected 12 popular artists our target have heard about and asked them to create an artwork using a Smart Car. The nomad exhibition will travel to 12 major cities of the US The artists will be gradually unveiled in the website Customized panels by the artists featured in the SmARTist exhibition will be available for purchase. We know our target loves having a fun and different car. 24

26. Incentive to keep exploring the city: a contest. To engage Smart car owners in a fun activity, we created a contest: by finding each of the 12 cars displayed around the city they could win a Smart car. When aiming the smart phone at the car they will receive extra information on the artist and find instructions to keep exploring. A playlist to bring back the feeling of the first car. Since music is a great way to connect with emotions, we asked each artist to come up with a playlist inspired by their first car. The driver will be able to enjoy the journey from one artist to the next one, listening to a list of songs that never stops thanks to Pandora. 25

27. awardwinning* realworld case *GM organized a pitch among Miami Ad School students for the launch of their Chevy Sonic car aimed at millennials. The new cool in a post-recession era The recession changed the way millennials live and shop. Flashiness and conspicuous consumption are no longer cool. Millennials are embracing “post-consumerism”. They prefer Levi’s over European designer jeans and cheap beer brands that “get the job done”. And they’re proud of it: they believe that consuming at pre-recession levels is ignorant and stupid. For millennials, car equals utility In this context, car culture represents everything they despise (excess, flashiness, lack of transparency). But, at the end of the day, they find themselves needing a car: whether it’s to commute or to go see their friends. It’s all about utility. Millennials don’t care about empty badge value (cars are no longer the center of their social lives): they are looking for real value. * Substance and connectivity: a car you buy from the inside out, not the other way around We created a map of the competitive set keeping in mind what matters in the world of these hip pragmatists: substance versus superficiality, and technological connectivity versus insularity. Honda Fit, Toyota Yaris, Ford Fiesta, Scion… none of them scored high in substance and connectivity. It’s a space the Chevy Sonic could own in the minds of millennials. The Sonic has superior engineering, handling and interiors than the cars in its category and the OnStar technology offers a way to navigate their world. As for Chevy, qualitative research showed millennials either associated it with trucks or with nothing at all. And that reinforces Sonic’s positioning: trucks are reliable no-nonsense vehicles. Plus Chevy has never pretended to be something it was not, and that fits the new definition of cool: substance over appearance. Strategy Invite millennials to experience a car without trying to sell them a contrived lifestyle, cutting out the b.s. Strategic Platform Stop posturing. Start driving 26 Art Director: Mario Ortega | Copywriter: Frank Bertino | Strategic Planners: Eider Cordoba & Ned Sonnenschein

28. Creative idea: Do attempt! Millennials don’t want brands dictating their tastes, and they won’t base their lifestyle around a car. Plus, they grew up watching the same kind of car commercials over and over again: 30 second spots of a car in a winding road, overhead shot, now the detail shot... So we created the anti-car campaign. One that invites them to drive, to use the car to fit the needs in their lives, and not to posture, the opposite to the “Professional Driver. Closed course” type. We started by reinventing the dealership experience: instead of trying to make changes in dealerships over which we have little control, we brought the dealerships to our target. By creating pop-up on campus dealerships and giving them the possibility to buy cars online. #DoAttempt twitter contest: Colleges are a great platform to target our audience and set the car in their minds. Do attempt decals invite students to use the Sonic cars available on campus for 24 hours. The more they tweet about it, the higher the possibilities to win a car. “Try this at home”, “Not a dramatization”, “Licensed driver. Open Course” are the taglines of the “Do attempt” campaign print ads that show everyday situations in interaction with the car. In order to show real people and real cars, Sonic drivers’ picture will be taken at various on-ramps and displayed on digital billboards along the highway. 27

29. BioEc A restless multicultural, multilingual communication expert. I define myself as an experience collector. Shopping at 109 in Shibuya, having tapas at Manolo's bar in Madrid (with Manolo), attending the opening of Jeremy Deller's latest exhibition, spending the day at my grandparents’... anything that allows me to watch people and understand new worlds activates my intelligence and imagination. When you are born in a border city (Spain/France) and belong to a third nation (Basque) you run the risk of becoming culturally schizophrenic. Adapt or die. I learned to hop from one culture to another changing languages and views of the world several times a day. And I became fascinated with the International Bridge that connected both countries. Eventually the bridges became airplanes, and the connections reached more remote cultures. I lived in Tokyo and in New York, and traveled around the world. But the motivation was always there: the excitement of crossing the bridge and finding… the SPARK. * Now, if you want to get to know me, please watch the “Optimism” video on www.eidercordoba.com 28

31. Deep knowledge of Contemporary Art and Fashion

32. Optimistic and enthusiastic

33. Strong in PR

34. Interpersonal communication skillsOther creative initiatives - Collaboration with AMASTE group of artists in different contemporary art projects - Video on Optimism featured in the official Maxwell House website 29

35. mylifephilosophy www.eidercordoba.com 30