The challenge: help Worten grow sales and lead the tech retail market during Black Friday.
Team up with someone who carries "Money" in his name.
Worten, one of Spain's biggest technology retail chains, needed an idea to stand out from the competition during 2018 Black Friday — the most aggressive sales period of the year, where every brand shouts the same thing — and to grow its sales.
The idea
On Black Friday 2018, Worten was the underdog. With a much smaller budget than MediaMarkt, our main competitor, we had to create a different kind of campaign. So, to communicate the "money" customers could save at Worten, we teamed up with a rapper who carries money in its name: Lory Money. Together we created "Estate al Lory": a song (lyrics written by me, I wish I could show you the demo I recorded to pitch it and my creative directors' faces) along with a music video that became the main piece of the most viral Black Friday campaign of 2018. And what mattered most: it helped Worten grow sales by 23% and take the lead in the year's biggest sales moment.
"Estate al Lory", the music video with Lory Money.
sales growth during Black Friday 2018.
the most viral Black Friday campaign that year.
the formula repeated: Estate al Lory, Lory President and Glitch Gyals.
The case, in video.
The saga
Success turned the campaign into a strategy. During the 2019 Spanish elections we teamed up with Lory again for "Lory President" (another set of lyrics, another demo), keeping Worten as the one to watch in tech retail. And for Black Friday 2019, we went back to the formula with Glitch Gyals.
"Lory President" — 2019 elections.
Glitch Gyals — Black Friday 2019.
Recognition
Two golds (Inspirational and Chime Cymbal) and two shortlists (Eficacia and CdeC), spread across creativity, effectiveness and influence, the triangle a branded-content campaign needs to close.
Gold · Influence Strategies
Gold · Best Online Content
Shortlist & Mention · Creativity Annual
Shortlist · Influence Strategies
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