Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

SICAL Returns to Caixa Alfama and Challenges the Public to Write Their Own Fado

Brand: SICAL

Campaign: Fado à Medida SICAL

Source: https://www.imagensdemarca.pt/artigo/sical-volta-ao-caixa-alfama-e-desafia-publico-a-escrever-o-seu-proprio-fado/

Goal: Engage the public in creating and interpreting their own Fado verses.

Claim: Everyone has a story worth a Fado.

Media: Live performances at the Caixa Alfama festival

Summary: SICAL returns to the Caixa Alfama festival on September 11 and 12 with the 'Fado à Medida SICAL' initiative, inviting attendees to create Fado verses from their personal stories. Led by writer Manuel Stock, participants will have their verses performed by Fadista João Grilo during the festival, fostering an interactive experience where the audience moves from spectators to participants.

Netherlands

Ster Expands Advertising Opportunities for Museums Nationally After Pilot

Brand: Ster

Campaign: National Expansion of Advertising Opportunities for Museums

Source: https://www.adformatie.nl/media/media/ster-breidt-mogelijkheden-landelijk-adverteren-musea-uit

Goal: Expand advertising opportunities for museums

Summary: Ster is expanding advertising opportunities for museums across the country following a successful pilot program. This initiative aims to enhance the visibility of museums and promote cultural engagement.

advertising Cultural Engagement museums

Middle East

Empire Entertainment transforms Spider-Man: Brand New Day into a cultural moment

Brand: Sony Pictures

Campaign: Spider-Man: Brand New Day

Source: https://campaignme.com/how-empire-entertainment-transformed-spider-man-brand-new-day-into-a-cultural-moment/

Goal: Create a cultural moment around the film's release

Media: traditional media, digital media, social media, out-of-home marketing, CTV

Summary: Empire Entertainment transformed the release of 'Spider-Man: Brand New Day' into a significant cultural moment by engaging audiences across the Middle East with a tailored marketing campaign. This included a mix of traditional and digital media, experiential activations, and high-impact out-of-home marketing, contributing to record-breaking box office results.

Box Office Success Cultural Engagement experiential marketing Film Marketing

Dominican Republic

Ángel Rosario: “The advertising of the future will not only be the one that interrupts better, but the one that interprets better”

Brand: Banreservas

Campaign: La movida inteligente

Source: https://www.adlatina.com/publicidad/angel-rosario-la-publicidad-que-viene-no-sera-solo-la-que-interrumpe-mejor-sino-la-que-interpreta-mejor

Goal: To integrate the purchase of a car into everyday conversations

Claim: A campaign that understands buying a car is more than just a transaction

Media: WhatsApp

Summary: Ángel Rosario, CCO of Switch Havas, highlights two notable campaigns for Banreservas that illustrate the agency's creative philosophy. The first, 'La movida inteligente,' successfully uses WhatsApp to engage with cultural practices in car buying in the Dominican Republic. The second, 'Hola, soy la República Dominicana,' transforms the national brand into a more humane and memorable presence, showcasing local ideas that compete on an international standard. The article emphasizes the need for depth in advertising amidst the abundance of data and tools.

advertising Cultural Engagement