ESIC University has been apologizing for a few days on its social networks, and now admits to being guilty of everything we like. In its new campaign, what is fashionable today is responsible for many things that are part of our lives and that, although we may not know it, have a lot to do with marketing.
It stars former students who are currently responsible for prominent brands.
Among them, that we want to eat chicken from KFC, that we like to drive or that we feel beautiful inside and out. “It is our fault that what you like is marketing and that marketing is the fault of ESIC University“, says the educational entity, assuming the “guilt” of having trained those who today lead the creative, strategic and marketing areas in national and international companies.
And behind all of this are professionals who were trained in their classrooms. The new ESIC University campaign is led by former students who today are managers of prominent brands in our country and who promote and manage many of the businesses and projects that move society and the Spanish economy.
The creative proposal arises from a strategic collaboration between the GUT agency and the corporate marketing, creativity and communication team of ESIC University, who have worked together to define the concept and execution of the campaign. Regarding audiovisual production, the production company Drazen has been involved.
The protagonists of “We are guilty” are:
- Borja Klecker, Delivery Manager at KFC and guilty of “all your friends want to go eat chicken chicken”
- Esther Morell, Director of Marketing and Communication at Ilunion and guilty of “Inclusion is not an option, but a reality”
- Valen Hernández, Brand Manager of Ilia Topuria and guilty of “Now you like MMA more than football”
- Sara Vega Gil, Chief Marketing Officer at Fnac and guilty of “find all the culture in one place”
- Alvar Massó, Key Account Manager Special Sales at BMW Group and guilty of “you like driving”
- Claudia Real Gil, Digital Project Manager at Parfums Christian Dior and guilty of “Without being in Paris you feel its elegance every day”
- Hugo Rodríguez de Prada, Co-Founder of Grosso Napoletano and guilty of “eating the best Neapolitan pizza without taking a plane”
- Paula Luengos, Brand Communication Manager at L’Oreal and guilty of “May you feel beautiful inside and out”
Through them, their trajectories and their work, ESIC declares itself guilty and establishes an aspirational and reference objective for new students. By capitalizing on the training of this varied group of professionals, the entity highlights aspects closely linked to the discipline of marketing. Among them, we choose a brand without thinking too much about it; that we trust in a logo, a color or a slogan; or that we feel emotions that make us desire something that we had not considered before.
The campaign reflects on the role of marketing in everyday life
In this way, ESIC not only highlights its history as an educational institution, but also invites reflection on the impact that marketing has on our daily lives. The rationale behind the campaign argues that behind each decision, experience or emotion that connects us with a brand, there is no coincidence, but rather strategy, talent and knowledge, that is, experts who think about it, design it and make it possible.
“We wanted to reinforce our role as a school that not only trains professionals, but also promotes those who are transforming marketing and communication inside and outside Spain”commented Eduardo Gómez Martín, President of ESIC University, in a statement.
The institution describes the campaign as a gesture that turns pride in its alumni into a movement shared by the entire community, a tribute to the most influential Alumni of ESIC University.
The campaign will be developed throughout the entire academic year, ensuring a sustained and strategic presence during this period. To achieve this, a 360º strategy has been designed, structured in different phases – teaser and launch – and supported by a combination of owned, paid and earned media. Own media includes the corporate website, a specific campaign landing page, official social networks, a banner on the ESIC University building in Madrid, digital screens on campuses nationwide and the alumni network. In paid media, outdoor actions stand out, such as a banner in Atocha and screens in the Capitol Theater, EDP Theater and the Palacio de la Prensa on Madrid’s Gran Vía, in addition to digital campaigns on YouTube and social networks through paid media.
ESIC has apologized in a teaser phase
The campaign has been revealed after a teaser phase that began on November 10 and with which ESIC University has tried to generate expectation and curiosity. On social networks, the entity deleted all previous content, as is usually done in the music industry when a new album is released, and displayed creatives and banners that only read “We apologize,” without referring to anything else.
It also had executions in outdoor advertising.
The final destination of the campaign is a landing page in which ESIC invites you to “become guilty”, encouraging users to learn about its training offer in various areas, as well as its services and complementary proposals that make ESIC “more than an educational institution.”
In addition, it highlights its capabilities and its results, such as achieving 96% employability for the students it trains, its more than 145 agreements with universities around the world or the more than 600 students who train in international programs each year.
ESIC University highlights that “We are guilty” is part of its institutional purpose, one that it has been developing for more than 60 years and that seeks to transform people to make organizations and society a better world.
