The theft of Netflix and Estrella Galicia wins the Grand Prize at the Eficacia 2024

Jane Anderson
Jane Anderson
Imagen de la campaña "El robo del año", de Netflix y Estrella Galicia

Galicia Star and Netflix have been the outstanding brands in the delivery of the Efficiency Awards 2024by winning the highest award of the contest, the Grand Prize for Efficiency, thanks to the campaigns “The robbery of the year” and “The loose end plan”, worked together with the agencies Imaxe and the media agency Havas Media to promote the premiere of the series “Berlín”. CyW, YouPlanet, Globant, Archetype and Proximia They have also been part of the project and were listed as collaborating agencies in the registration of the case.
The campaigns have won Gold in the category of Best Integrated Campaign and Silver in Most Original and Disruptive Strategy.

Estrella Galicia and Netflix pick up the baton from Cupra, which last year received the distinction for the advertising and communication strategy followed by the creative agency &Rosàs and the media agency PHD Media, to position the automobile company as an independent brand since its launch in 2019.

Netflix and Hijos de Rivera have been part of the list of advertisers with the most finalist cases

Netflix was in the ranking of advertisers with the most finalist cases being present on the short list three times. Specifically, with “The Robbery of the Year” it competed in the categories of Best Integrated Campaign and in Most Original and Disruptive Strategy it did so together with “The Loose Caboose Plan”; and with “Alcaraz signs” in Best Tactical Action.

For its part, Rivera’s children He was also present on the short list three times: once with Cervezas 1906 and twice with Estrella Galicia. With this brand it competed with the “Robbery of the Year” campaign in the categories of Best Integrated Campaign and Most Original and Disruptive Strategy along with “The Loose End Plan.”

>> Access our interactive summary of the Eficacia Awards here <<

The “Robbery of the Year” strategy

The award-winning campaign was “Theft of the Year”, one of the campaigns that has generated the most conversation in the Spanish advertising industry this year. Its mission has been to strengthen the marketing link between Estrella Galicia and Netflix, which dates back to the brewer’s presence 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; the participation of Estrella Galicia in it, and the launch of a special edition of bottlescomposed of 40 million units of product with the image of “Berlin”.

The strategy started during the retransmission of the New Year’s Eve Chimes 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 intrigue generated was resolved just a few minutes after the presenters’ toast, through the broadcast of a spot starring the actor Pedro Alonso, who plays the main character of “Berlin”. The ad was filmed as if it were happening in real time during the commercial break and showed the nervousness of the entire team over the disappearance of the jewel.
The action accumulated 8 million organic views on January 1, as Óscar Valero, Growth Lead of You Planet, shared through a post on LinkedIn.

But Netflix and Estrella Galicia’s strategy did not end at that point, but rather had more journey through a second part, called “The loose end plan.” Just a few days later, a new audiovisual piece was published that followed the steps of the gang of thieves who were the protagonists of “Berlín”, after the leader’s stellar appearance during the broadcast of the Chimes.

On that occasion the protagonist was Bruce -played by actor Joel Sánchez-, and the spot implied that the stolen jewels had been lost among the thousands of Estrella Galicia bottles manufactured in its special edition.
This expanded the storytelling of the campaign and the brand entertainment proposal of both brands to promote both the drink and the content.

After this, and again after a few days, another chapter was added to the story. In that new piece, broadcast during the program “El Hormiguero”, Berlin confirmed that the jewels had been lost in the millions of beer bottles with his face and invited consumers to join the search, since there would be a reward. Then the whatsapp channel from Estrella Galicia where, by participating, users could be part of a raffle.

The details of the participation in the contest They were explained in another piece, again starring the character of Bruce. It indicated that it was necessary to review the labels of the 9 bottles in which a QR code had been included to qualify for the prize. Each of the 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.

With the awards obtained at the Eficacia 2024 Awards, “The robbery of the year” expands its recognition track recordamong which there are already the National Creativity Awards awarded by the c de c, the Inspirational 2024 or the YouTube Works Awards.

From Hijos de Rivera they have pointed out that the strategy “It is a reflection of the collective effort and attitude of people who work with passion to make great ideas come true.”. He has also expressed that “The campaign would not have been possible without the commitment, energy and vision of everyone who participated”.

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%,

Here you can see the case study, which we have been able to access from reason.Why:

Technical sheet “The robbery of the year”

  • Customers: Netflix Spain and Estrella Galicia
    • Netflix contacts: Celeste Eberhardt, Silvana Piñón Río, Edorta Landeta, Ander Echezarreta, Manuel Román Cantón
    • Estrella Galicia contacts: Laura Piñeiro Menduíña, Jose Gabriel Estrada Gil and Ramón De Meer Quiroga
  • Agency: CYW
    • Creative Directors: Carmelo Rodríguez and Willy Lomana
    • Creative Team: Jimena Duran and Javier Fernández
    • Project Manager: Elena Pineda
    • Brand Manager: Miguel Remis
  • Producer: Protocol
    • Director: John Filipe
    • Executive Producer: Ross Plummer
    • DOP: Wouter Verberkt
  • Media agency: Havas Media

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