¡ÚNETE!
Todos los campos son obligatorios… you know…
DO SOMETHING THAT KEEPS YOU AWAKE
PIKOLÍN
INITIAL CHALLENGE
Pikolín wanted to address a taboo: the passion of a silenced group in advertising, sex, and people over 65. The challenge posed by the brand was to generate buzz in earned media around this theme.
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STRATEGIC REFRAMING
To earn media coverage, we didn’t want to run a typical campaign; we needed to behave like activists. We needed to do something rather than say. We needed to vindicate rather than excite.
In the process we discovered that what doesn’t appear on Google practically doesn’t exist. Because no one is thinking about it or because no one is doing anything about it. In response to this, we realised that when we searched Google Images for “passionate couple”, only pictures of young couples appeared. But why is it that not a single image of couples over 65 appears?
THE IDEA
Getting campaign photos to rank among the top positions in Google Images; photos of passionate couples over 65.
Spot creator: Oriol Villar
Digital Execution: Tangoº
RESULTS
77 MEDIA OUTLETS COVERED THE NEWS · EARNED MEDIA WORTH €2.3 MILLION · 5 MILLION INTERACTIONS
99.6% POSITIVE SENTIMENT · HISTORIC 48.7% SHARE OF VOICE FOR THE BRAND · 58% IN STRONGHOLD AREAS
EVEN TODAY, IF YOU SEARCH FOR “PASSIONATE COUPLE” ON GOOGLE IMAGES,
YOU WILL STILL FIND IMAGES OF OLDER COUPLES AS A LEGACY OF THE CAMPAIGN.
