The “Spanish Brands Around the World” campaign, launched by the Leading Brands of Spain Forum, Contrapunto BBDO and Clear Channel, was held from July 19th to August 8th to draw attention, in Spain and abroad, to the international expansion of the top Spanish brands. Through their global presence, these firms boost the image of Spanish products and services, and therefore Marca España, while helping to lift the Spanish business sector on the whole. The Spanish Patent and Trademark Office (SPTO) and the Office of the High Commissioner for Marca España collaborated on the campaign.
As José Luis Bonet explained at the presentation: “This campaign is another step to continue demonstrating that brand internationalization is not only necessary, but possible, and that Spain has world-renowned brands that serve as ambassadors for our country. Spreading awareness of this by putting a spotlight on these brands is part of the mission of the Leading Brands of Spain Forum.”
The campaign featured a contest in which Spanish citizens encouraged their international friends to upload pictures or videos of Spanish brands in different parts of the world to the website marcasxelmundo.com, or share the images on Twitter or Instagram using the hashtag #marcasxelmundo. Contrapunto BBDO managed the creativity of the campaign, which appeared on 650 digital advertising platforms thanks to Clear Channel, generating more than 82 million hits, and on social networks like Facebook, Twitter and Instagram, where more than 62,500 interactions were generated. The hashtag #marcasxelmundo was used more than 300 times on Twitter and more than 100 times on Instagram, and website visits topped 11,000. The majority of visits came from Spain, followed by the United States, Brazil, England, Mexico, Argentina, Colombia, Australia, Germany and Ecuador. More than 350 participants from five continents uploaded pictures and videos showing brands from different sectors, such as Zara, Cola Cao, Mapfre, BBVA, Freixenet, Estrella Galicia, Andreu World and Grefusa. The winners, who showed the Freixenet, ¡HOLA! and Mustang brands in their original photos and videos, were selected by a jury made up of representatives from the Leading Brands of Spain Forum, Clear Channel, Contrapunto BBDO, Marca España and SPTO. The selection of the winners was based on criteria such as originality, quality, creativity and prominence of the Spanish brand.