Brand Tracker

Welcome to the automated Brand Tracker diaries.

Austria

Stand on Hands as a Lesson in Confidence in Erste’s Ad

Brand: Erste

Campaign: Believe in Yourself

Source: https://www.media-marketing.com/vijesti/stoj-na-rukama-kao-lekcija-iz-samopouzdanja-u-ersteovoj-reklami/

Goal: Encourage people to actively shape their financial future

Claim: Believe in Yourself

Media: Television

Summary: The campaign features a girl trying to master a handstand, symbolizing how confidence grows through perseverance. It connects personal goals with financial planning, emphasizing that starting is just the first step, and progress requires patience and commitment. The narrative is enhanced by the song 'I Am What I Am' from the musical La Cage aux Folles, underscoring self-confidence and the courage to follow one's own path. The ad initially targeted Erste Bank Polska and is now being shown in Austria and the Czech Republic, with plans to expand to additional markets by 2027.

United Arab Emirates

Emirati Women’s Day: Al-Futtaim Lexus Celebrates Detours Along Path to Progress

Brand: Al-Futtaim Lexus

Campaign: Detours Along Path to Progress

Source: https://campaignme.com/emirati-womens-day-al-futtaim-lexus-celebrates-decisions-detours-along-the-path-to-progress/

Goal: To celebrate Emirati women's journeys and resilience in pursuing their opportunities.

Claim: Create your own path. Your nation supports every step.

Media: TikTok, Meta, YouTube, LinkedIn

Summary: For Emirati Women's Day, Al-Futtaim Lexus launched a campaign that highlights the journeys and experiences of Emirati women, recognizing their resilience and choices rather than just their achievements. The campaign features Mariya Bin Karam's story, showcasing the importance of creating opportunities and aligns with Lexus' brand values of evolution and meaningful journeys. The social-first rollout spans several platforms, weaving her experiences into a multi-part narrative throughout the campaign.

career journey Emirati Women's Day resilience Social Media Campaign

Spain

Movistar Estudiantes and Havas Turn Club Resilience into 30 Millimeters of Steel

Brand: Movistar Estudiantes

Campaign: Indestructibles

Source: https://www.media-marketing.com/vijesti/movistar-estudiantes-i-havas-pretvorili-otpornost-kluba-u-30-milimetara-celika/

Goal: To showcase the resilience and history of the club.

Claim: Estudiantes is 'indestructible'.

Media: Live presentation, film documentation.

Summary: Movistar Estudiantes transformed its club's resilience into a tangible symbol by creating a club emblem made of 30 mm thick steel. This campaign, developed by Havas Creative Spain, connects the club's nearly 80-year history of hardships with its unyielding identity, showcasing how the emblem withstands physical damage as a reflection of the club's endurance. The emblem was revealed live on September 9, allowing attendees to see how much impact it can withstand.

branding resilience sports marketing

Portugal

3rd edition of TheFork Awards celebrates the resilience of Portuguese gastronomy

Brand: TheFork

Campaign: TheFork Awards 2023

Source: https://www.imagensdemarca.pt/artigo/3a-edicao-dos-thefork-aways-celebra-resilencia-da-restauracao-portuguesa/

Goal: To celebrate resilience and innovation in the Portuguese gastronomy sector.

Claim: Resilience: continue to believe.

Summary: The third edition of TheFork Awards aims to honor the resilience of the Portuguese restaurant industry by recognizing outstanding new culinary openings and celebrating the strength and adaptation of the sector amidst challenges. This year's event will acknowledge three significant figures in Portuguese gastronomy and showcases 33 nominated restaurants from diverse regions.

awards gastronomy resilience