Gadis Supermarkets - "Gadis. Supporting Galician Language & Litterature " by PHNX Awards 2022
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| Title | Gadis. Supporting Galician Language & Litterature |
| Agency | Nasas |
| Campaign | Gadis. Supporting Galician Language & Litterature |
| Advertiser | Gadis Supermarkets |
| Brand | Gadis Supermarkets |
| Date of First Broadcast/Publication | 2021 / 3 |
| Business Sector | Department Stores, Supermarkets |
| Story | Gadis is a supermarket chain operating mostly in Galicia, a region in northwestern Spain. Galicia has its own language and people have a strong commitment with this cultural milestone. In these campaigns, Gadis supports Galician Language and Literature through two different actions: New Galician Poetry and Short Stories. 1.- New Galician Poetry: In accordance with the galician culture and literature, we gave voice to the New Galician Poetry. We chose the 15 most renowned Galician poets and requested them to bring their poems and recite them. We boosted the campaign with 360 on and offline actions driving people to the web, to see the performance of the poetry, download the PDF book and engage them in exciting challenges. In the supermarkets we handed out poetry books, bringing poetry to the general population. Considering that poetry is not the most popular genre, the outreach was astonishing. The campaign had a phenomenal impact on earned media, online and offline and with a relatively modest investment we got impressive ROI. 2.- Short Stories: For the Short Stories campaign we kept the literature theme and made it way more participative. We encouraged common people to bring their own voice. Through an offline and online campaign, we ask them to write down and upload their own Short Stories .We covered outdoor and GADIS´Points of Sale and social networks and other online spaces as well and we increased activation though well-known and popular influencers. We edited a collectors´ book and handed it out at GADIS supermarkets. The involvement was outstanding, considering the small population and we got an extraordinary outreach through earned media. Overall campaign: With a budget of less than one fourth of what our direct competitors invest we got an espectacular return of investment. GADIS´s commitment with galician literature, culture and society paid off nicely. Much more than expected. |
| Media Type | Case Study |
| Strategist | Fátima Carmena Mayorga |
| Content | Inés Fernández Borrallo |
| Content | Samuel Lema París |
| Creative Team | Adriana Villamisar Fernández |
| Creative Team | José Baldomir Vázquez |
| Advertising Manager | Melisa Pagliaro Fernández |
| Advertising Manager | Alexandra Kuntz Peiteado |
| Advertising Manager | Camilo Pazos González |