The Alicante-based consulting firm, with more than 25 years of experience, consolidates its commitment to Branded Content to disseminate stories through entertainment to connect brands with their audience.
Transcend, go beyond commercial and advertising communication, that is the maxim of Grupoidex, a communication group that is a reference in the field of creativity and strategic communication, both in the Valencian Community and nationally. And so it has proven during a journey of more than 25 years where it has evolved giving rise to a commitment to entertainment, Branded Content and transmedia campaigns, getting the audience to connect with the soul of the brands, placing them in the center of the conversation.
In this sense, in the last year the company has developed creative projects for relevant national brands such as Jack Daniel’s, El Pozo, Iqos or Cantabria Labs. Unique campaigns, based on strategy, that go beyond traditional advertising in a bet of valuable content that encompasses creativity, events, audiovisual or content.
According to Miguel Quintanilla, CEO of Grupoidex: “Undoubtedly, all these years of experience have helped us to understand that there are many ways to communicate, but not all of them have influence, not all of them are relevant. It is not enough to be witty, you have to connect with the audience, to achieve a final impact that lasts over time. Through this exercise you achieve meaningful campaigns that connect with human emotions through empathy, culture and technology”.
New content, new formats
The groundbreaking musical project “Sueño y tiempo”, developed for Iqos by the consulting firm together with Publicis Group, reinterprets the iconic song “La leyenda del tiempo”, composed by Camarón de la Isla with the lyrics of the well-known poem by García Lorca, by the flamenco singer Israel Fernández. A project that fuses innovation and tradition, through the composition of a song produced by Enrique Heredia (Negri) and that has meant a unique artistic concept that goes far beyond mere communication.
For its part, Jack Daniel’s wanted to “break with the usual” during the last Christmas, so they conceived a disruptive musical piece with the help of the well-known beatboxer Grison, transforming the traditional toast, a symbol of connection and celebration, into a soundtrack that evokes the energy and authenticity of the brand. In short, it managed to make an emotional impact with the audience through this production developed by the communication group together with Publicis Group and Proximity Spain.
Rubén Ferrández, CEO of Grupoidex explains: “New technologies and the development of platforms have changed the consumption format. This forces companies to adapt to the new realities, offering current and attractive formats, which encourage the connection of the public with the brand feeling, to generate impact and encourage them to remain in the memory, as well as being able to convert the perception of these into unrepeatable experiences”.
With the band Viva Suecia’s version of Ray Heredia’s La alegría de vivir for El Pozo 1954, which starred in the campaign under the claim “Choose what moves you”. A transmedia action that encompassed creativity, radio spots, TV spots, a documentary about the band or the release of the complete song, reaching the public through various channels producing a deep brand feeling. Not forgetting, El Pozo King Up, its youngest line, where we launched #ActitudKING, a love brand with a very catchy theme song, Prepare and Reign.
Or in the case of NDL Pro Health, by Rafa Nadal and Cantabria Labs, where a street marketing action was carried out in the heart of Madrid, recreating the exciting moment of “crossing the finish line” and bringing it closer to anyone, because anyone can connect with the sporting essence and values of Rafa. An unrepeatable and unforgettable immersive experience that took the brand a step further, under the slogan #conmuchodeRafa, connecting directly with the consumer on foot through creative elements, influencers, entertainers and lots of energy.
In short, all these projects reflect Grupoidex’s ability to create strategies that go far beyond the simple promotion of products, to go beyond the most current formats and reach the public with the aim of offering meaningful and lasting experiences.