The campaigns “The robbery of the year” and “The loose end plan”, worked together with the agency Imaxe and the media agency Havas Media for Netflix and Galicia Star, has received Gold in the category Best Integrated Campaign in the Efficiency Awards 2024. CyW, YouPlanet, Globant and Proximia by Havas have been part of the project and appeared in the registration in this section as collaborating agencies.
He has also won a Silver in the section Most Original and Disruptive Strategy.
The campaign was also a finalist in the Best Integrated Campaign section.
Netflix It appeared in the ranking of advertisers with the most finalist cases, being present on the short list three times. In addition to the aforementioned categories, it competed with “Alcaraz signs” in Best Tactical Action.
For its part, Rivera’s children It was also present on the short list three times: once with Cervezas 1906 and twice with Estrella Galicia in the aforementioned sections.
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Theft of the year
The campaign awarded the Gold for Best Integrated Campaign was “The Robbery of the Year”, one of the campaigns that has generated the most conversation in the Spanish advertising industry this year. The strategy, which was sought to promote the premiere of the series “Berlín”, began during the retransmission of the Chimes year-end event on Antena 3, sponsored by Estrella Galicia since 2012, when the theft of the necklace that Cristina Pedroche wore as a tiara was simulated.
The confusion and intrigue generated in one of the most visible moments of the year was resolved with the broadcast of a spot just after the toast, which the presenters made, precisely, with Estrella Galicia beer. This advertisement was starring eThe actor Pedro Alonsowho plays the main character in “Berlin,” and was filmed as if it took place in real time during the commercial break and showed the nervousness of the entire team over the disappearance of the jewel.
The campaign has reinforced the marketing link between Estrella Galicia and Netflix, which dates back to the presence of the beer brand with product placement in “La Casa de Papel” and then in the sequel “Berlín”, both productions of the streaming platform.
The series premiered on December 29, so “The Robbery of the Year” announced its availability in the streaming service’s catalog; as well as the participation of Estrella Galicia in it, and the launch of a special edition bottles, composed of 40 million units of product with the image of “Berlin”.
The loose end plan
“The robbery of the year” was complemented after a few days with the campaign “The loose end plan”, which has also been awarded for Best Integrated Campaign. Through a series of audiovisual pieces, the storytelling continued and built a narrative around the theft of the jewels. With it, consumers were also invited to look for prizes in the special edition bottles launched on the occasion of the premiere of the series.
It expanded like this the brand entertainment proposal of both brands to promote both the drink and the content. It was promoted whatsapp channel from Estrella Galicia where, by participating, users could be part of a raffle. Each of the nine award-winning labels included a reward of 3,000 euros for a trip, a pack of Estrella Galicia products and two tickets to the Estrella Galicia museum in A Coruña.
A tenth prize was also raffled among those who participated in the initiative by registering on the website created for the occasion.
The results
As stated in the results book of the Eficacia 2024 Awards, the strategy had a positive impact on both the brand and the business. Estrella Galicia points out that 40 million limited edition bottles were sold, which generated a sales increase 6.5% in volume and 8% in value compared to the previous year.
It is also attributes improved of the Estrella Galicia brand. Specifically, 9 points in “it is a high quality brand”; 14 points in “it is a brand that has a particularly good flavor” and 13 points in “it is a brand that is worth paying more for”. Likewise, it boosted the spontaneous notoriety of the brand by 14%,
Best Integrated Campaign in the Eficacia 2024 Awards
Netflix and Estrella Galicia competed in this category with 9 other brands, among which were the following: Bankinter, El Corte Inglés, Cruzcampo, Mango Man, Proyecto Big Good, Suchard, Doritos, Pikolín, KFC.
Last year this section was deserted of Gold, but two Silvers were awarded: to “Orgullo de pueblo”, by El Ruso de Rocky and PHD Media for J&B; and “Nómadas”, by Sra.Rushmore and iProspect for ING.
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
