The ‘Envidia Celeste’ campaign has been nominated in the Marketing category of the Galicia Communication and Marketing Awards, created in 2016 to highlight the work of Galician companies and creatives. These are unique awards, since, organized by the Clúster de Comunicación de Galicia, they are awarded from the sector for o sector.
The RC Celta campaign ‘Envidia Celeste’, nominated in the Marketing category, as “best branding strategy/action”, aimed to reinforce the RC Celta brand at an international level, supported by the launch of the new shirt for the 2021-22 season. The different pieces appealed to the “envy” that the Celtic first-team jersey arouses among fans of other teams, especially those who also wear sky blue.
Among the actions that made up the campaign were: a spot that rescued a forgotten bolero by Antonio Machín to present the shirt with verses like “I feel envy, of everything you wear on your body”, personalized messages for fans of “sky blue” teams like the Uruguayan national team or New York City… and even the use of billboards in Rome, Naples or Manchester with messages asking for forgiveness for presenting a more beautiful shirt than that of their teams.
The nomination is an important recognition for the RC Celta, since it is a campaign conceived and designed entirely from the club. The strategy, the development of creativities and the planning of spaces and publications were carried out with the sky blue entity’s own resources. The Marketing department, with a campaign budget of €5,000, managed to generate a brand value of €320,000 thanks to the impact of the action in the media and social networks. The icing on the cake of the campaign was the naming of the shirt as “The most beautiful shirt in LaLiga” in a vote by fans around the world through the LaLiga website.
The award gala for the VI edition will be held on November 12 at Expourense.
Also nominated in the category “Best branding strategy/action” are the campaigns Las Estrellas del Camino by Hijos de Rivera (Aupa, Ymedia and Proximia) and Afundación TV by Fundación Galicia Obra Social ABANCA (Miraveo and ICON).
Watch the campaign video HERE
