It is probably the most talked about ad of the year. A Lola Flores revived thanks to technology talks about being authentic and respecting diversity while a group of young people, including cantaora María José Llergo, drink a beer. Other references of the new Andalusian generations also appear in it, such as the band Caliphate ¾, which puts music to Cruzcampo’s recording one minute long in its extended version.
When one of its leaders, the Ogilvy agency, was consulted, it shared figures about the campaign. Throughout 2021 it has generated 614 million impacts, which is translated into the number of times it has reached the eyes of a viewer, either on television or digital media – understanding that many of them have encountered it in multiple occasions. Therefore, the campaign With a lot of accent has been the winner in three categories of the 2021 Efficacy Awards: the Grand Prize for Efficiency, gold as the best integrated campaign and the best campaign through earned media – which refers to the reactions generated by the conduct of the brand and its proposal in social networks, that is, its viral capacity.
Unlike other awards focused exclusively on creativity, such as the El Sol awards, the Efficiency awards, which are awarded each year by the Spanish Association of Advertisers (AEA), they look at the results achieved thanks to the action of communication, whether due to notoriety, sales or other types of profitability.
Success on Twitter
Therefore, it has been the data obtained by this proposal from the agencies Ogilvy, dentsu X and NTeam that has led it to lead this year’s record. In order to achieve these figures, not only are the times that appear in television advertisements worthwhile, which in this case have been many, the number of times that the viewer has decided to play or share the video voluntarily is also key. Just a few hours after its release, in January 2021, some copies of the recording that appeared on Twitter user accounts exceeded 100,000 reproductions. Ten months later, several of them have exceeded one million views and the original post from the beer brand account touches another two million more.
In this time, Ogilvy points out, it has appeared on more than 40 million social media accounts and 660 media outlets. Politicians, institutions and journalists shared it in one way or another in their digital profiles in an organic way —without having been paid for it—, such as the Minister of Finance, María Jesús Montero; the presenter of Antena 3 Weekend News, Mónica Carrillo; and the official Twitter account of the Civil Guard.
Its repercussion among the public generated a return in its first five days equivalent to 6.6 million euros in paid advertising, point out those responsible. In addition, it managed to make the ad stay in the majority of the minds of those who saw it, becoming the second most remembered in Spain in the last 10 years, according to tracking data from the measurement company Kantar Media.
Brand power
With a lot of accent It is “the launch of the new, long-term positioning with which the brand intends to modernize, adopting a commitment through a more contemporary and relevant discourse for the consumer to regain its status as an iconic brand and grow in brand power”, explains the Ogilvy agency. His creation resorted to “a credible and inclusive intergenerational message” and a “360 degree communication structure”.
Its main claim is a video modified with artificial intelligence, called deepfake for the enormous sense of verisimilitude that they achieve. “Do you know why I was understood all over the world? Because of the accent. And I’m not just referring to the way of speaking… ”, says Lola Flores more than 25 years after her death. The campaign was a technical challenge for which dozens of hours of audiovisual material, more than 5,000 images, and a meticulous composition and post-production process were used with the help of the protagonist’s daughters, Lolita and Rosario Flores.
In the list of winners of the 2021 Efficiency awards, the action of Branded Content, among others, has also stood out. You have to see it, created by the Ymedia Wink iProspect agency for Vodafone, in which well-known actors recommend series, and the announcement of the Smart Mortgage EVO Banco (Bankinter) created by Sioux Meet Cyranos and Havas Media in the category of best campaign for a product or service . These advertising accolades have also chosen Samsung as the winner in the category of best social relevance of a brand.
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