Last Friday, Rosalía conquered the “Los 40 Music Awards” awards. It was no surprise that the Catalan won, among other awards, the one for the best album in the Spain category.
Six days later, this Thursday, Netflix released a novelty that has been chewing for some time: a cheaper subscription mode in which, in exchange, the customer accepts a limited amount (five minutes per hour, in very small segments) of advertising.
What do the two events have in common? Well, by the way, the presence in both files
Rioja qualified designation of origin. And it is not a casual presence. With them, a part of the Regulatory Council’s communication strategy was launched, the one that seeks to keep a key market line open for Rioja for the future: that of young people.
Maybe you need to start by defining what “young” means. “It’s not about promoting wine consumption at a younger age,” explains Íñigo Tapiador, marketing director of the Regulatory Council. “We address what we call ‘young wine consumers’, we try to seduce those who are starting to discover quality wine”. For example, Tapiador recalls that during that Los 40 gala, at a crowded Wizink Center in Madrid, “the average age was around 30.” That’s the goal.
Right, Rosalía, at the Los 40 gala. /
A campaign that starts
When Rosalía accepted the prize presented by Rioja, she unknowingly started a campaign that will become intense in the coming weeks, until the end of the year. “It’s going to be a much more digital and more segmented campaign.” In other words, it seeks a very specific audience: people between the ages of 30 and 45, with interests similar to the one Rioja represents. For example, an audience interested in gastronomy and travel, two universes that go very well with what Rioja represents.
DOCa is launching a digital-focused campaign, which will be very intense between now and the end of the year
Netflix launched its “with ads” mode on Thursday, and one of the first brands featured was Rioja
Also enter the ‘landing’ of Riojan on Netflix. The television platform is open to advertising messages also expressly permitted by the viewer, and therefore perceived as less invasive. «And one of the first brands to position itself was Rioja. We believe it is a stock with potential and could be quite evident in the target group we are looking for,” says Tapiador. Even if when an absolute novelty comes out “there is always something experimental in it”, the Council believes that “it also matters where you find the advertising, on which platform you find it. It is something that gives a qualitative point to what has been announced.
And it is that in these times and with this demographic target, it is important to be present in a very complex and demanding digital market. The Council is preparing actions that have to do with the world of podcasts, and will also enter other platforms such as Spotify. Everything, so that the DOCa continues to play… even for young people.
