The independent agency has come up with a novel format to carry out the SER campaign. As if it were the launch of a new digital platform for films, podcasts and series, the advertising campaign uses a trailer, graphics, commercials and digital advertising to publicise the launch of a new platform available on all types of screens , where consumers will be able to watch and listen to stories that will change their lives.
The central axis of the action is the platform Los Relatos de la list of madagascar consumer email SER, whose web address is www.losrelatosdelaser.com, which presents 18 real stories of patients who suffer from ERAS, Systemic Autoimmune Rheumatic Diseases. People who have learned that living with an ERAS is much more than surviving them.
The Seville agency has put the focus on patients , the true protagonists of the action, who have become prescribers through their life stories. Each story has its own aesthetic and title. The presentation is as if it were the latest release of a series, film, book or podcast. Among the stories are titles such as: El Camino, Huellas de Nieve, La Coleccionista de Tiempo, Habitaciones 212, La Sed, Tras la Niebla, La Cinta, Mi compañera, Amaneceres, Objetivo Portugal and many more.
The campaign initially launches 18 stories , all recorded between Madrid, Valencia, Seville and Malaga , although new stories shot in other parts of Spain are expected to be incorporated throughout the year, as the action will extend throughout this year 2023.
The advertising campaign is nationwide and has digital media as its main protagonists (YouTube, Spotify, Ivoox, Instagram, Apple Music, Facebook) and has graphics and commercials as support.
“Our goal since we received the commission was to conceptualize an action where the protagonists were real stories told in the first person by real people. In matters related to health, people give greater credibility to real, unscripted stories. Human beings are empathetic by nature. The success of the action we are launching today lies in the generosity of its protagonists, in their testimonies, in their truth and in the messages that these 18 heroes give us. We are very grateful to SER for allowing us to carry out a campaign of this kind and so ambitious. Frankly, it is instructive and very gratifying to have the opportunity to learn from such extraordinary people as those who have light and voice in the stories we present , ” said José Arribas, chief creative officer of Parnaso.
