The long-standing relationship between Estrella Galicia, Netflix and the “La casa de papel” saga has added a new chapter within the framework of the celebration of the Copa del Rey final, a tournament in which the beer brand has acted as a sponsor. With a combination of storytelling and entertainment before a sporting and social event, Estrella Galicia has once again played with the surprise factor to reinforce its differentiation in the category.
The brand has developed an advertising campaign on the occasion of the premiere of “Berlín and the Lady with an Ermine”, the second season of the series “Berlín”, and has taken advantage of the match played between Atlético de Madrid and Real Sociedad at the La Cartuja stadium in Seville. Estrella Galicia’s objective has been, on the one hand, to communicate the arrival of the new season to the platform’s catalog on May 15; and on the other, surprise viewers by linking to the unexpected.
The strategy has been carried out together with the creative agency CyW, the social media agency Youplanet, the PR agency Evercoml, and the media agencies Havas and Globant.
The strategy began on April 15 when the brand launched a piece on its social networks starring actor Pedro Alonso, who plays the popular thief. With it, intrigue and expectation were generated due to the supposed preparation of a great coup that aimed at the theft of the Copa del Rey. “As you already know, I proposed a good plan to some friends“, commented the actor with a bottle of beer in his hand from the Metropolitan stadium.
“Berlin, although it is true that we did not expect you, we will be here with the Cup”; They responded from the Royal Football Federation.
The Berlin notice, as explained by the brand in a statement, could also be seen in the stadium through the video scoreboards. Additionally, during the match, the stadium’s digital screens showed the message “Berlin, warm up as you come out at half-time,” alerting the audience to the possible disappearance of the trophy during the match’s halftime.
Instead, Estrella Galicia, seeking once again to break expectations, launched a new piece, both live at La Cartuja and on its social networks and digital platforms, in which Berlin appeared in a place where no one expected it. In a new display of distraction on the part of the thief, he addresses an audience from a palace, implying that he is precisely where the King usually is, that is, in the Zarzuela or perhaps in the Royal Palace.
“Sometimes stealing is being where you shouldn’t be”; he comments, pointing out that the key is often to distract, surprise, confuse and be where no one expects. Thus, while the stadium and the spectators were waiting for the theft of the cup, Berlin carried out its own off the field, in a parallel with the personality and attitude of the brand.
“With this action we wanted to go one step further and surprise the audience, something that is part of our DNA, at a time when everyone expects the obvious. The Copa del Rey final has been the perfect setting to show that there is still room for creativity and surprise”, commented Ramón de Meer, Marketing Director of Hijos de Rivera in Iberia.
The brand assures that the action has connected with the public in a prime-time context and under an innovative approach that has combined entertainment, originality and sport. In addition, they point out that it reinforces its position as a differential sponsor by promoting its relationship beyond the sports field.
