The greatest challenge we faced was achieving a broad audience without investing in social media.

We needed a prescriber, someone who gave credibility to the brand and who had empathy with the audience. We had to present a new product based on the benefit of travelling in groups: Travel with whom you want and at the best price. And the best way to represent that group is using a football coach, in this case “El Cholo” Simeone. Team players always travel together and the best way to do it is through our Collaborative Pass. Mind you, the number of trips is limited, for that reason, only the best players will travel.

We developed an only audiovisual work lasting 45”.

The campaign launch was made on February 25th and for a month we carried out a dynamization plan in social media.

• Placement: Renfe YouTube Channel

-More than 1 million visualizations

-21,000 interactions on Facebook and YouTube, and the number keeps increasing…

-6 million users in social networks

-Total audience: more than 15 million viewers and publicity valued at 500,000 €

-The sales increased 32 % during the campaign phase.