In the Plaza Ramón y Cajal de Ciudad Universitaria, in Madrid, the students who are doing these days the Selectivity examsthey have encountered a group of men-anuncio dressed in blue showing giant posters on their backs to transmit a message to young people: “Neither the answers nor the tuna are chosen to tunte.”
With this action of guerrillas marketingthe Galician brand Calvo has wanted to be present at one of the most decisive moments in the lives of thousands of young people, not only to surprise them, but also to accompany, inform and support.
The activation, developed by the VML the Cocktail agency, is part of its campaign focused on The importance of knowing how to choose wellalso when it comes to tuna. Calvo thus claims its commitment to quality through differential attributes such as its own fleet, 100% selected loins and its easy overturning, which improves the consumption experience.
Activation with men-anuncio has taken place in the vicinity of universities and key transport points, such as bus, subway and bike stations, where they have been distributing Last minute tips for exam Together with product samples and brochures with QR codes to access a landing with useful tips.
The message, as explained in a press release, are based on the analysis, through artificial intelligenceof more than 160 selectivity exams of the last 10 years, detecting the most frequent topics, errors and structures in key tests such as history, philosophy or English. Some of the tips that have been read on the posters are: “In a type test, the longest option is usually correct” or “Actually is the most common false friend among the Spaniards.”
“Being there to support connects with the soul of our brand”
“The selectivity is a moment that marks everyone, and being there to support, even with a advice, a kind gesture and a smile, connect directly to the soul of our brand”says Jorge Alonso, Marketing Director of Division Europe in Nauterra. “Calvo has been a lifetime in the houses of millions of people. We wanted to give them a bit of that trust, just when they need it most, without losing the humor that has always characterized our tone.”
The campaign also focuses on the fact that tuna is a natural source of omega-3 fatty acids, especially DHA, a fundamental component for the development and functioning of the brain. In a demanding context as selectivity, this property takes on special relevance.
The action has also been amplified by some Collaborations with influence profiles In social networks:
Calvo, which has 85 years of history, seeks with this type of campaigns not only to offer food, but also to accompany at significant consumer day -to -day times.
