THE TOWELEST - LA TOALLÍSIMA
| Title | THE TOWELEST - LA TOALLÍSIMA |
| Brand | AMSTEL |
| Product/Service | BEER |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
PUBLIP'S Valencia, SPAIN
|
|
Advertising Agency
|
PUBLIP'S Valencia, SPAIN
|
Credits
| Luis Piquer |
Publip's S.A. |
Ceo |
| Toni Masia |
Publip's S.A. |
Account Director |
| Fran Sanmartin |
Publip's S.A. |
Creative Director |
| Ana Illueca |
Publip's S.A. |
Art Director Creative |
| Marta Chillarón |
Publip's S.A. |
Senior Planner |
| Isabel López |
Publip's S.A. |
Online Strategist |
| Carlos Mellado |
Publip's S.A. |
Digital Creative |
| Paula Patterson |
Publip's S.A. |
Copywriter |
The Brief
The Tourism Agency of the Region of Valencia wanted to encourage its citizens to stay and spend their holidays here, in the Region of Valencia.
Creative Execution
Tourist campaigns with beautiful landscapes just don’t grab people’s attention anymore. They have become invisible. That’s why we decided to include a new conversation topic: humour. In such a way that would allow us to attract people’s attention first and then afterwards, enable us to show them all those beautiful landscapes. And, it worked. People had fun with The Towelest while discovering through its uses, different destinations within the Region of Valencia. All the ways for getting one were articulated through Facebook and Instagram, taking full advantage of the features that both social networks provide.
Describe the creative solution to the brief/objective.
On the basis of the region’s wide range of tourist attractions, we designed a merchandising object that would be capable of making summer even better in the Region of Valencia. A beach towel that, besides DRYING,…it was a comfortable PILLOW, it became an S.O.S SIGNAL LAUNCHER in case you got lost in the woods, a trendy HAT for the summer festivals, it could be used as a FLAME RETARDANT APRON for those non-stop BBQs and best of all, IT KEPT YOUR BEERS NICE AND CHILLED. You betcha! We came up with the idea, created it and gave it out!
Results
Through this campaign, Amstel reached much higher engagement figures in comparison to the national average. 9.354 interactions on Facebook. The Instagram community increased in 80%. Over 2.5 million impressions on Twitter. Moreover, the Tourism Agency of the Region of Valencia achieved 243% more media impact than their previous Tourism campaign.