The campaign “Classic Meets Today”by Majorica, has been awarded Gold in the category of Best Brand, Product or Service Launch Campaign in the Efficiency Awards 2024. The work has been developed by the creative agency McCann Worldgroup and has also received the only “Special Recognition” that the jury has awarded this year in Research, thus receiving a Gold.
For its part, “Illusion is the loudest alarm clock” has collected a Gold in the category of Best Existing Product/Service Campaign thanks to the work of the creative agency Oriol Villar together with the media agency Arena Media and with Tango as a collaborating agency.
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Best Brand, Product or Service Launch Campaign
Under the title “Classic meets today”, the historic company teaches Majorica He renewed his image in a work signed by McCann Barcelona after winning the brand’s account in a contest. Pearls, rediscovered in recent years by a minority trendy group, were still stuck in the collective imagination as accessories for mothers and grandmothers. It was necessary to find a new path of communication that would bring them back to the present.
The historic Majorica brand has renewed its image to leave the collective imagination as a complement to mothers and grandmothers
This path was reflected in a first campaign that had as its main piece a spot in which the grandeur of Beethoven’s music and careful and elegant settings, both exterior and interior, framed a contemporary style choreography whose main protagonist was Elena Marín, one of the most outstanding dancers in Rosalía’s dance corps.
The spot was produced by Albiñana and directed by the director Laura Martinova, product of a strategic work which led to the idea that Majorica had the opportunity to modernize the traditional imagery associated with pearls and bring the product closer to current aesthetics and fashion.
The Majorica pearl manufacturing company, founded in 1890 and based in Manacor, is one of the symbols of the Mallorcan economy. This campaign was the first that the company launched after a complex period and can be taken as a sign of its recovery ambitions. And at the end of 2020, and after the pandemic aggravated a drift that was no longer good – that year sales fell by 75% -, the company presented bankruptcy. In May of the following year, Majorica was acquired from its previous owner, Drasan Limited, by French businessman Gregorie Augustin Bontoux-Halle, for the price of 12.3 million euros.
And after this first installment, contemporary music arrived, represented by the DJ duo Mestiza and the singer and composer Rodrigo Cuevasprotagonists, along with pearls and the color red, of the second spot of “Classic meets today” and again with creativity from McCann in Barcelona.
The campaign was captured in two 60-second spots, with two 20-second versions, starring the DJs and the singer respectively. The images give prominence to the artists, the jewelry, the music and the decoration of color Fluor Coral Red, tonality that the brand has become a hallmark in this new stage.
According to the data provided in the case study, Majorica has managed to enter the Top 5 most recognized brands in the jewelry category among young people and their number of followers on social networks has multiplied by 4 and direct traffic has increased by 77%. Following this new communication strategy, Majorica has managed to stop the decline in sales and boost online sales, which have grown by 49% while the average ticket has increased by 60%.
Majorica competed in Best Brand, Product or Service Launch Campaign in this 26th edition of the Eficacia Awards with 5 other brands, including Alsea, ING, McDonald’s, Samsung and Tinto de Verano La Casera.
Best Existing Product/Service Campaign
Pikolin wanted to give visibility and raise awareness about the importance of illusion in a new campaign for its 75th anniversary and, to do so, it opted for branded content starring children under the claim of “Illusion is the loudest alarm clock.” The brand implemented a content strategy with the help of the agencies Oriol Villar and Tango, in collaboration with Arena Media, turning children into an editorial team that interpreted reality to generate visibility and raise awareness of how necessary that exciting view of the world is.
Thus, for example, on the radio several children who were protagonists of the campaign, such as the young actress Luna Fulgenciobecame collaborators for several days on Carlos Alsina’s program “Más de Uno” on Onda Cero. This allowed us to offer the freshness of a childish, exciting and optimistic view, in a world that is too adult, pessimistic and negative.
This view of children was also used by the brand in another broadcast channel to address a different audience: the Mini-Informative by Ángel Martín. A place where children took the reins showing the news that really matters to them and fills them with excitement every day.
In addition, the brand also developed a special action in the newspaper ABC which was materialized in a kind of opinion column written by a child. It talked about artificial intelligence and the rejection it arouses.
“At Pikolin we like to tell stories, and we use branding to amplify them. It seems to us an honest way to transmit our messages in a much more liquid way where the consumer is more receptive.“, commented at the time Ana Robledo Pascua, Marketing Director of Pikolin, in a statement. “In recent years we have used this tool looking for newsworthy content to achieve attention, and thus put the focus and make it visible, and then the story, the story, moves us to action.”.
On the other hand, as part of this campaign and in a commitment to long-term brand building, Pikolín created six pieces with children’s testimonies that invited them to reflect on the world with their personal perspective. As a result, according to the data provided in the case study, the brand’s top of mind improved, becoming category leader with 47%followed by Flex, with a 20% difference. Pikolín has 75% spontaneous notoriety and has increased turnover by 10% compared to 2023 and average ticket by 2%.
Pikolín competed for Best Existing Product/Service Campaign in this 26th edition of the Eficacia Awards with 10 other brands, including Vips, Jumpers, Bankinter, Cruzcampo and Voll-Damm.
Efficiency Awards 2024
Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.
The total number of trophies awarded in this edition of the awards has been 41 – excluding the special recognition and including both the Grand Prize and the Awards for Media Agency of the Year and Creative Agency of the Year -, among which are 11 gold, 14 silver and 13 bronze achieved by 26 advertisers, 34 leading agencies and 16 collaborating agencies.
More info: Complete list of winners of the Eficacia 2024 Awards
