The end of summer has arrived… and we don’t know if you’re leaving because your holidays are over or if you’re one of those latecomers who are just starting theirs now. What we do know is that, although it may seem otherwise, the printing presses haven’t stopped during the summer season and brands have left us with several campaigns worth mentioning:
Andalucía Out of Office
Tourism Andalusia kicked off the campaign by encouraging us to think carefully about what Out of Office message we were going to leave during our holidays. It suggests breaking with traditional formal and bland messages and personalising the message with texts that encourage people to visit the region.
With phrases such as: ‘You’ve caught me in Seville, so don’t schedule any meetings for me, just give me half a kilo of anchovies’ or ‘Today I’m swapping my alarm clock for the Alhambra. See you when I get back,’ they use all their humour to invite people to discover their community.
Ketchup, with an accent
It is wise to rectify mistakes, and if it means launching a campaign that generates impact and user attention, so much the better. This is the case with Helios, which, after many years of misspelling the word ‘ketchup’ on its packaging (they wrote it without an accent), has rectified the mistake and apologised with a banner in the centre of Valladolid that made its intentions clear: ‘Sorry. We will never write our ketchup without an accent again. Ketchup here has to have an accent.’
But it didn’t stop there. The brand launched a multi-channel campaign, publicly acknowledging its mistake and taking pride in having corrected it.
Goiko, Risketos and La Palo
Social media and real time: sometimes things make the leap to real life, and if you know how to take advantage of it, there’s a good chance you’ll be successful. Goiko and Risketos have managed to do just that with their latest collaboration, and there couldn’t be anyone better than La Palo, the star of the advert.
For those who are unaware, the content creator known as ‘Palo’ was one of the most talked-about figures at the recent Seville fair. It wasn’t her outfit that caused a stir, but her skin tone. Her deep tan sparked the creativity of many internet users, who classified it as ‘moreno céntimo’ (dark brown) or ‘moreno Risketo’ (dark brown like a Risketo).
This is how the two brands decided to focus on her figure for their latest campaign, bringing online and offline together for a successful campaign.
Nostalgia courtesy of Carrefour
This summer, Carrefour has managed to make an original impact on the Millennial generation. Who hasn’t fantasised about working in a supermarket as a shelf stacker on roller skates? Carrefour has made it a reality! And not just for its employees.
Under the name ‘Roller Hour,’ the supermarket chain has allowed consumers to roller skate through its aisles while shopping between 4:00 and 5:00 p.m.
In this way, Carrefour has managed to generate a greater impact while directly inviting customers to shop at its stores.
Sun protection on a grand scale
Every year, more and more brands seek to raise awareness about the effects of solar radiation and the importance of using sunscreen. On this occasion, Cantabria Labs has sought to promote its brand of sunscreens with a campaign that has captured the attention of even the most oblivious.
A canvas installed in the centre of Valencia has been used to measure the level of ultraviolet radiation in real time by means of a large arrow that moved according to variations in the sun’s incidence.
Beach Horro Story
Horror films also come to the beach. This summer, to promote the re-release of the famous horror film I Know What You Did Last Summer, El Campello beach in Alicante became the chosen location for a summer stroll by the famous Fisherman from traditional films.
It was just the filming of a commercial, but it managed to generate the necessary impact to announce that the re-release of the 90s classic was back in cinemas.
This is just a selection of some of the most notable campaigns of this summer, but… have we missed any? Which ones do you think are missing?
