We live in autopilot mode, devoted to work and unconsciously distributing our time in a way that’s far from ideal. On top of that, technology has invaded our lives and takes up most of the little time we have left. Relationships are even happening on social networks more than the real world.

In Spain, it is a common tradition to take a digestive liquor like Ruavieja after lunch or dinner to make the moment last longer. This tradition and many others are disappearing because nowadays nobody has time for anything and everyone’s always in a rush.

For its Christmas campaign Ruavieja had a great ambition: getting people change their behaviour and really see each other more often.

Since it is not a widely known brand, the main objective of this campaign was to put Ruavieja on the map, by gaining relevance solving and important issue in Spanish society.

The true heart of the campaign lies in the online tool we created: An algorithm that can calculate how much time we have left to spend with the people who we care about most. No speculation, just hard cold data with a clear purpose, to make you re-think your priorities.

To make the prediction as accurate as possible this tool crosses data provided by the user with data from the National Institute of Statistics and other studies related with types of relationships and life expectancy.

To promote it, we created a film that captured people’s reactions when confronted with the algorithm’s results and compared the time they would spend with their love ones with the time that an average people spends on the internet and other screens.

Our tool crosses data provided by the user with data from the National Institute of Statistics and other studies related with life expectancy and how the meeting frequency varies according to the type of relationship along life.

The mains target was the Spanish population, but as the campaign grew, we had to create the english version video and adjusted the tool to give more accurate information for people living outside of Spain, gathering the information about life expectancy in every country.

The objective was to make people aware of how much time they were spending on social networks, and other activities related to how much time they will spend face to face., giving them the perfect tool to invite them to see each other for real.

The campaign aired on Youtube, Facebook and Twitter at the same time on 18th of November. It drove an incredible amount of attention to the web, that was visited from all over the world by around 1Million people. 700 thousand of them made their own calculations and shared them with their friends through social and the video was shared on millions of whatsapp groups. (5.3Million views came from whatsapp)

Only on 22nd of November it got to TV, but it was already the big talk in Spain.

As it was such a success, after two weeks, the brand decided to cancel its digital media plan and used the money to directly pay bus tickets for people to be able to visit those loved one that live far away but that they wanted to see more often.

-THE CAMPAIGN WAS THE MOST WATCHED AND SHARED SPANISH AD IN HISTORY (Google).

-17.5 Million views in total (13.5M on Youtube, from which 5.3M came from whatsapp)

-More than 300K shares.

-1 Million people visited the web and more than 700K calculated how much time they had left with their love ones.

-Average time spent on the web: 4´30”.

-Visits to the web came from 194 different countries.

-Sales increased by +52%

-Carrefour had to create a direct button on its e-commerce front page due to the sudden demand.

-A Chilean TV show dedicated a 1 hour documentary to the idea

-Thousands of people shared their get-togethers on social networks thanking Ruavieja for making them possible.