ICOM’s Spanish member agency Darwin Social Noise has launched a campaign for AliExpress aimed to position the\u00a0brand as the\u00a0e-commerce\u00a0platform to find top brands at affordable prices, highlighting its fast delivery in just five days for selected products in AliExpress Plaza. The creative concept leverages music and local humour to connect with the audience.<\/p>\n
The campaign began airing\u00a0on TV and digital platforms last week, and consists of seven short commercials, each one focusing on a different product from one of\u00a0AliExpress\u2019\u00a0partner brands\u00a0for the campaign: Xiaomi, PlayStation, LG, Oral-B, Cecotec, Dodot and Durex. In each commercial, a character tells a short story through song about an emotional wish, and as a resolution to that wish they get a package\u00a0with a product from AliExpress. The slogan that goes with the campaign is\u00a0\u2018Make (order) your wish, because asking (ordering) doesn’t cost you much\u2019, a play on words with a double meaning using the verb \u2018pedir\u2019 in Spanish, which means \u2018to ask\u2019, and also \u2018to order\u2019, and using also a saying in Spanish which roughly translates to\u00a0\u2018Asking for something doesn’t cost you much\u2019. The stories are narrated with\u00a0songs\u00a0composed specifically for the campaign, in seven different\u00a0musical\u00a0genres\u2014one for each story\u2014with rhyming lyrics in a humourous tone.<\/p>\n
Darwin Social Noise was assigned the campaign after an ad agency review involving four agencies. Lobo Kane was in charge of production and Christopher Cartagena was the director.<\/p>\n