The objective of this campaign was to increase Balay’s notoriety at an especially negative time for household appliance brands in Spain.

Through the company’s employees we communicated that, by choosing Balay, you are supporting a Spanish brand.

Jewellery was created using recycled parts from the factories and 16,000€ was raised, enough to feed 31 disadvantaged individuals for a full year. The campaign generated clippings valued at 70,000€ and the brand was featured in a variety of programs and articles on the topic: “made in Spain”. Brand consideration rose by 7 points and visits to www.balay.es increased by 680% with respect to earlier figures.

The plan began with an internal marketing campaign at Balay’s factories (Dec. 2012).

Before beginning the campaign (Dec. 2012), a letter mailing was done to various Spanish political figures, presenting it as a campaign supporting Spanish brands.

An event was held (in June, 2013), with participation by Balay workers and the director of the charity kitchen to which the funds raised would be donated.

The project was initially designed as an online and social network campaign, but after the positive results it obtained, it was later broadcast in the summer months on television as well.

Before beginning the campaign, we did a mailing to various political figures to make the project known: we received answers from the King and Queen of Spain, President Mariano Rajoy, Mayor of Madrid Ana Botella, the Mayor of Zaragoza and the President of the Community of Aragón.

Visits to www.balay.es increased by 680% (+185,000 with respect to earlier figures).

We held an event attended by the media and various bloggers, with clippings valued at €70,000.

Balay was transformed into a reference 'made in Spain' brand in the press and on television, and was featured in special reports such as The Soul of Companies (RTVE), 'Made in Spain' Manufacturing (RTVE) and How We Made It (Discovery Max).

The campaign was given an award by ONCE (National Organization of Spanish Blind People).