Eider CordobaStrategic Planner

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

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.

Finding the connection

We both leave with a smile. We have each gained something.

Both parties leave with a smile. Both have gained something.

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.

The connection triggers the spark when a

brand engages its audience in a fluent

dialogue…

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.

My role as a planner is to create a connection that triggers the spark.

Ec (Excellent Connectivity)

Br (Brand)

Cr (Creatives)

Au (Audience)

When measuring the superconductivity of materials, Hc represents 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.

Maximum Ec situations 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

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Art Director: Kristina Bingham | Copywriter: Dan Berenson | Strategic Planners: Eider Cordoba & Tom Haslow6

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

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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

“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.”

Play your own game

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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.

•

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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.

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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

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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 Youtube that will help the gamer get through

the toughest parts of the games.

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Art Director: Mario Ortga | Copywriter: Frank Bertino | Strategic Planners: Eider Cordoba & Ned Sonnenschein13

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.

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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?

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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.

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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.

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Paired with a pint

Paired with a pint

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.

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.

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.

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Art Director: Kristina Bingham | Copywriter: Dan Berenson | Strategic Planners: Eider Cordoba & Tom Haslow19

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?"

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Strategy

Create a platform to give empty nesters and family guys the sense of possibility and excitement of youth

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.

Strategic Platform

Your new first car

*

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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.

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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 geolocator identifies 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.

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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.

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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.

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awardwinning*realworld case

Art Director: Mario Ortega | Copywriter: Frank Bertino | Strategic Planners: Eider Cordoba & Ned Sonnenschein

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*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

*

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

BioEcA 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

cordobaeider@gmail.comNew York, NY

646 215 1245www.eidercordoba.com

Brand Strategist FAGOR AMERICA (leading European appliance company), New York, USA.

Created new brand concepts for US market and established strategic guidelines for communication campaigns. Directly responsible for defining and

developing marketing strategies for the company based on extensive analysis and definition of target audiences, relevant consumer insights and market

trends.

Strategic Consultant - International Fashion Marketing Analyst, EMBASSY OF SPAIN, Tokyo, Japan.

Worked in the Fashion Department of the Economic and Commercial Office promoting “Fashion from Spain” and advising Spanish fashion brands about

how to market their products and position their brands in the Japanese market. Defined strategies and activities together with the local communications

agency. Developed digital campaigns and was in charge of the Japanese version of www.fashionfromspain.com

Communications Strategist - Account Director, MR&A COMMUNICATIONS AGENCY, Madrid, Spain.

In charge of SWATCH, OMEGA and the Swatch Group luxury brands, Apivita Natural Cosmetics, 28004 District Art Galleries and the Generaciones art

awards and grants annual event.

Strategic Communications Manager, MANIFESTA 5, EUROPEAN BIENNIAL OF CONTEMPORARY ART, San Sebastian, Spain.

Responsible for communications with national and international media that generated millions of euros in earned media. Managed over 40 people.

03/09 – 12/10

09/07 – 01/09

11/04 – 01/07

04/03 – 10/04

Work experience

Education

Managing the Creative Mind: In Search of the Big Idea, NEW YORK UNIVERSITY, New York.

Account Planning Bootcamp, MIAMI AD SCHOOL, Miami. GPA: 4.00.01/11- 03/11

05/10 – 07/10

Languages Fluent in ENGLISH, SPANISH and BASQUE. Proficiency level in FRENCH. Medium level JAPANESE (3kyu).

03/11 – current Strategic Planner, freelance for: MR&A (digital strategy), Fagor (positioning of recently acquired brand De Dietrich)

8 years developing communication strategies and building brands around the world. Strong international marketing foundation and

multicultural background in American, European, Asian, and Hispanic markets.

01/07 – 07/07 Master’s Degree in International Business Administration. CECO Foundation (Spanish Ministry of Industry, Tourism and Trade and The Spanish

Institute for Foreign Trade). Madrid, Spain

Communication Studies, UNIVERSITY OF RICHMOND, VA, USA (study abroad program). GPA: 3.92. 08/02 – 01/03

Bachelor of Arts in Humanities - Communication Studies, UNIVERSITY OF DEUSTO, San Sebastian, Spain. VALEDICTORIAN. 10/99 – 07/03

Continuing Professional Development

Skills and

abilities- Strong in PR

- Interpersonal communication

skills

- Innovative ideas and fresh perspective from extensive

traveling and contact with different cultures and sub-

culturesOther creative initiatives

- Deep knowledge of Contemporary Art and

Fashion

- Optimistic and enthusiastic- Video on Optimism featured in the official Maxwell House website - Collaboration with AMASTE group of artists in different contemporary art projects

CvEcStrategicPlanner

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www.eidercordoba.com

my lifephilosophy

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