The idea implementation was possible thanks to agreements with the main news groups in Spain: Grupo Prisa (Elpais.com and CadenaSer) and El Confidencial. For this, we negotiated exclusivity in the selected articles.

The events were selected according to the local rank of interest on Christmas time: national lottery day, signing of a football player for the League’s winning team, April’s fool (celebrated in Spain on December 28th), etc. Being such relevant topics, we ensured the high position in these sites thanks to our Responsive Strategy, adapting the message to the news

We achieved more than 1MM impacts in 10 days and our CTR increased by of 300%. In terms of awareness, the campaign worked increasing the Brand favorability by 3,5 points and the Consideration 5 points, “responsible company” and “ethical and honest institution”.

https://www.youtube.com/watch?v=2mqciHLaDk8