El Corte Inglés, Spain’s leading department store chain tasked us with the development of a Christmas action targeted at consolidating and building on the brand’s positioning of close proximity to its clients, even in times of crisis. Reinforce the positioning of a family-oriented and approachable brand that cares for the wellbeing of families, way beyond other brands promises conveyed at this time of year. Convey optimism and happiness within the context of a social and economic crisis in Spain. Take the brand’s “Regala Navidad (Give the gift of Christmas)” beyond a strictly material interpretation.

In just 6 days, over 7,000 families presented their candidacies to become the chosen family for the campaign. The Echanove-Pasquín family reunion toast was broadcast during prime time, before and after the traditional King’s Christmas Speech broadcast. The action generated immediate media buzz in the country’s primary media channels, including newscasts. Impacts Over 13 million people saw the campaign, with advertising awareness increasing 11.6% vs. previous campaign. Effective advertising recall rose by up to 300% The campaign achieved over 210 million impacts.

By combining social media and traditional media we launched an invitation for families to take part. In less than 1 week we had over 7,000 family requests. And that’s how we got to know the full story of the Echanove-Pasquín family. This family had over 117 members scattered across several countries and to date had never celebrated Christmas together as a family. On Christmas Eve, for the first time, we reunited all of the family members who, at last, could celebrate their first Christmas together as a family.

Branded content post- action. With the material obtained during the Echanove-Pasquín family reunion an emotionally-charged documentary film was produced and broadcast on the eve of Three Kings Day (a traditional family occasion in Spain) on television, mobile phone and online.