New Christmas light designs were placed in 6 key locations in the centre of Barcelona. These were supported by a Freixenet Outdoor campaign featuring bus shelters (666 faces), metro backlights (65 faces) and 10 wrapped buses. We also worked with the City Council to launch an institutional media campaign around the event in association with the Institute for the Promotion of the Decorative Arts. This involved 600 banderoles in downtown Barcelona, 2 bus shelter circuits, 2 wrapped buses, window displays in downtown shops and colour pages in key newspapers.

The first stage of the campaign – the on-air previews of the new commercial by TV presenters - increased brand recall threefold, before the commercial even ran! Once the campaign started, recall rose still further to peak at five times its initial level. These were record levels of awareness for Freixenet at this key time of year.