Spain’s idealista.com has just launched its new publicity campaign which is going to air on both state-owned TV channels as well as private networks during the months of June and July. The objective of the campaign is to enforce the company’s leading position in Spain, and to encourage the younger Spanish population to use Idealista to find a home.
Fernando Encinar, Director of Communication for Idealista siad: “The idea came to us when we were brainstorming about Idealista’s next campaign. We were looking for a way to introduce our brand and that what we offer, to those individuals who don’t know us yet, and we aimed to tap into those moments when people think ‘I really need a place of my own.’ In a flurry of ideas all of a sudden it came to us, one of those eureka moments is ‘when someone is having sex in a car!’ I loved the concept because, it’s a situation which millions of Spaniards have experienced, and when the idea was bounced off of people, they all concurred that, that instance is the moment when one thinks ‘if I only had my own place…’ although another thought which comes to mind in that instance is ‘I’m gonna get caught.’ We liked both ideas, and we took our time to come up with a way to integrate and create a fresh spot, which doesn’t leave the viewer indifferent, and at the same time that it communicates why you need Idealista.”
The campaign is called ‘pilladas’ which means ‘caught’ (like caught in the act) and it is only aired in its entirety after 11:00pm, a blurred version is broadcast throughout the day (24 hrs). The censored version was created because of some TV channels’ refusal to broadcast the somewhat racy commercial during the hours when children might be watching television. An announcement appears over the blurred images stating that the commercial can be watched in its complete version after 11:00pm or at idealista.com.
The commercial is proving to be very popular with everyone, not just the younger generation; it’s being shared on social media like wildfire. Overall it’s a simple concept, but everyone can relate to the situation portrayed in the commercial even if they are not Spaniards. Idealista has tapped into a universal experience, and could very well broadcast its publicity campaign in other parts of the world… where permitted.