STREET MARKETING AT Gay Pride Madrid

Scotch-Brite® is one of the most popular cleaning brands among Spaniards. His famous “I can’t do without him”. still resonates in the minds of many consumers thanks to its first advertisements in Spain. Belonging to the group 3M,Scotch-Brite® is abrand innovation in its sector.

CUSTOMER/BRAND

3M Spain
Scotch-Brite®

Request and creative process

Scotch-Brite® wanted to be present at the Gay Pride Madrid 2019 celebration to support the movement and convey a friendlier and closer image to all groups. A traditional brand, with more than 60 years of history, that wanted to move away from the prejudices and gender stereotypesthat have accompanied it all these years.

To achieve this, Scotch-Brite®was the main image of one of the floats on the Gay Pride 2019 route in Madrid. A fresh and dynamic action that contributed to creating a younger image of a brand with a long history behind it.

Scotch-Brite® has more than 60 years of history, which makes it a challenge to bring the brand to the younger generation.

The aim of the campaign “Wash away your prejudices” was to reach as many people as possible through an action of Street marketing in which we delocalised the brand from the point of sale to present it as a brand with a modern image, without prejudices and that supports each and every person.

The choice of the claim “Lava tus prejuicios” (Wash your prejudices) was very appropriate, as it combined in a single phrase the respect for all groups with the main function of the brand. A positive message that was adapted to the new times and social situation.

Our role

We chose the Gay Pride Madrid 2019 celebration because it is the best known of those held in Spain. One of the emblems of Madrid’s Pride celebrations is the demonstration and parade of floats that takes place every year in the centre of the capital. This 2019 statewide LGBT Pride demonstration was held on Saturday 6 July 2019.

For the occasion, we painted and decorated one of the floats participating in the parade, as well as personalising all the decorative elements of the float with the brand’s image. There was also a DJ on the float who provided entertainment during the more than 4 hours of the tour, and the participants were dressed with the Scotch-Brite® image and the claim “Wash your prejudices away”. Each float represented a collective, and ours was the image of Gay Day, an LGBT collective dedicated to celebrating family diversity with an annual festive event at Madrid’s Parque de Atracciones.

During the tour, sampling was distributed to the public, which was very well received and was reflected in social networks by the attendees.

In addition, in order for the campaign to reach more people, the influencer David Mora(actor and scriptwriter, he has participated in films such as Kiki by Paco León) collaborated with the campaign. David held a raffle on his Instagram account for two people to accompany him during the fashion show. She announced her participation in the float through posts and stories, and on the day of the event she broadcast the best moments from her account.

results

Scotch-Brite® The company thus managed to break away from its more traditional image to reach out to a younger audience. This approach to new targetshas also been positively perceived by long-standing customers, who have welcomed the fact that the brand is adapting to the new times.

1,500,000 people attended the Gay Pride Demonstration in Madrid, which had its space in the media such as El País, El Mundo, ABC, 20 Minutos, La Sexta, RTVE, … In social networks, Pride was once again a Trending Topic, with more than 179,000 tweets, with a potential reach of 330 million. The action was picked up on networks such as Instagram and Twitter in a positive way by those attending the demonstration.

Through David Mora‘s profile we reached more than 17,000 users with more than 27,000 views.

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YOUNGER AUDIENCES

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PRESENCE ON RRSS

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BRAND EXPERIENCE

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POSITIONING

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