Art direction.
Graphically we wanted
to evoque what happens on your holidays.
The taking and sharing of photos, the sending of postcards, the buying of souvenirs and telling everyone what you are
doing all day!
We created a communication platform for Pullmantur cruises.
They didn't have a differential position when compared to other cruise companies. Until now, they built on category but not on their brand.
Key strategy solutions:
100% Spaniards
To break away from the category in order to gain a new point of view into "LOWXURY" and begin building their brand.
Insight
Holidays are the reward for the effort you make during the entire year, and you constantly dream about being on holidays.
Concept:
Estar Delujo.
To be in a perfect situation.
Estar Delujo is a common expression that you say in Spain when you are "in heaven" or in a perfect situation. When you are with friends drinking a beer and eating a nice tapa of jamón serrano... people say, "Estoy de lujo". Because to be "in heaven", is not to own a golden bath.. to be "in heaven" is not knowing or caring if today is Monday or Saturday... it's raising your hand and saying to the waitress, "The usual, please."
Pullmantur.
How to reposition a brand.
Resultados
+24% Notoriety of the brand in front of 2016.
+51% Advertising Notoriety in front of 2016
n1º satisfaction rating in front of Royal Caribbean, Costa and MSC.
We made
a production design
to produce most pieces without
filming.
Have a look
at the video concept.
Discover
our new tone
of voice.
Tv ads.
We created
a digital campaign.
Little pills
that shows our
new tone
of voice for each
different targets.
We had some
handicaps in production
with pullmantur.
One, the budget.
Two, the availability
to boarding on the cruise.
So... we decide produce
mixing between imagen
bank and shooting
on the see.