We had a challenge: to promote the use of Catalan among young people. Taking advantage of one of the most emblematic dates in Catalonia, the festival of Saint George, which takes place every April 23 and celebrates love, we would create a campaign with a romantic and rogue theme in equal parts. How else could we reach them?
To join forces, we collaborated with Tindercat, the podcast that is currently succeeding among millennials trying to find love. The program, which is broadcast live two Sundays a month on Twitter Spaces, and which accumulates more than 8,000 unique listeners, accepted our proposal.
The creative team combined two ideas (Sant Jordi + dating) and created the campaign #ElCatalàÉsSexi. A hashtag that would encourage Twitter users to share their pick-up lines in Catalan.
The campaign was promoted on the Tindercat podcast and featured the collaboration of 25 Catalan influencers such as Gerryquerryberry, with 60k followers on TikTok or the singer Miki Núñez, with 362k followers on Instagram. In a few days, we achieved more than 2.2M impacts, reached 1.8M young people and received more than 200 phrases. Original, irreverent, funny phrases, and most importantly: in Catalan.
And that’s not all: with the best phrases we plastered the busiest cities in Catalonia. Hundreds of pink posters radiating love quotes and promoting the hashtag #ElCatalàÉsSexi.
Do you want to know more? PLAY this video!
