Santalucía has presented “Help!”, its new advertising campaign developed together with the Oriol Villar agency; an audiovisual piece that narrates the relationship of two friends, Alfonso and Manuel, throughout different life moments. When one goes through an illness, the other accompanies. When the latter faces a personal setback, the former sustains. Help is thus presented as daily reciprocity.
Through a reinterpretation in Spanish of the classic “Help!” by The Beatles, the musical piece has been created exclusively by singer Lia Kali for the brand, providing the emotional tone to the campaign, which concludes with a message: “There is nothing more human than helping and being helped.”
Laia Prunera, Marketing Director in Santalucía, points out that the campaign seeks to remember that, “Even in an increasingly fast-paced world, the need to be there for each other remains unchanged.”. He adds that the help “It’s not just part of our job, it’s the essence of who we are.”
The film is directed by Pep Bosch and produced by Roma, consolidating the close and recognizable tone that Santalucía has defined together with Oriol Villar.
“Help!” It is integrated into the “Una Vida Contigo” communication platform, launched by the brand in 2024. Since then, the insurer’s positioning has revolved around support at all vital stages.
Beyond the creative component, the premiere of this campaign has incorporated a differential element in media planning. Yesterday, at 9:00 p.m., it was launched synchronously on linear television, CTV, online video, social networks and radio. According to the company in a statement, this was the first activation in Spain issued with this level of simultaneous coordination. To achieve this, it has had the support of Atresmedia Publicidad through its Holistic Cast solution, a crossmedia proposal that articulates television, CTV, digital, social networks and radio in a single coordinated broadcast.
On television, the premiere was carried out through an exclusive simultaneous block on the news programs of Antena 3 and La Sexta, as well as on the rest of the group’s linear channels. According to Kantar Media data provided by Atresmedia Publicidad, the block reached 4.13 million people on television.
In terms of attention, the piece registered 90% – 152% above the audiovisual average – according to Atresmedia’s IKA tool based on data from Neurológyca and Cirentis.
The media strategy, designed by the Maicca agency, was also taken to the digital environment and the campaign was disseminated on Atresmedia’s official profiles, accompanied by prerolls on CTV synchronized with the television premiere to maximize reach and visibility.
On radio, the action was activated simultaneously on “La Brújula” on Onda Cero, as well as on Europa FM and Onda Melodía, through live mentions that gave way to the summary piece of the campaign.
With the multimedia sum of all media, the launch obtained more than 6.4 million impacts, according to figures shared by Atresmedia Publicidad.
After the launch, the campaign will continue with creative sequences on YouTube, collaborations with digital creators and a data and segmentation architecture, aimed at adapting the story according to the moment and the user profile.
