Creative Strategy

Campaign Name

Un Sueño, Una Revolución (One Dream, One Revolution)

Un Sueño, Una Revolución (One Dream, One Revolution)

Season 9’s group song “Camina,” opens with the like “16 almas y un sueño,” meaning “16 souls and one dream.” The show is all about achieving the dream of becoming a professional singer. Season 10’s group song, “Somos,” repeats the line “somos aire y emoción, somos la revolución,” meaning, “we are air and emotion, we are the revolution.” Being a part of a cast like Operación Triunfo’s means being given the opportunity to create change and be a part of a revolution through music. This campaign is all about encouraging aspiring singers to pursue their dream and become a part of the revolution that is Operación Triunfo.

Creative Strategy

1. Who is our target?

“Social Media Singers”  

• Spanish men and women ages 18-28.
• Good singers who want to turn music into their career and have already started by using social media to share their singing.

2. Where are we now in the mind of this person?

• A classic TV singing competition in Spain that offers a “big break” to 16 lucky singers per season, some who end up being more successful than others. 
• However, the number of people auditioning is rumored to decrease for season 11.                                        

3. Where is our competition in the mind of this person?

• “La Voz” is another singing competition which is equally popular, but has produced fewer household names than OT.
• Making it as a singer on social media is harder than through a singing show because you lack resources that a well-established singing show has to offer.

4. Where would we like to be in the mind of this person?

• The go-to singing show to audition for if you want to make a career out of singing.

5. What is the consumer promise?

• If you audition for Operación Triunfo, you are given a chance at becoming part of the next cast of a powerful show that has created many successful music careers in Spain.

6. What is the supporting evidence?

• See research section called “Aitana Ocaña: The Most Commercially Successful ‘Triunfita.’” She started by auditioning for the show like any other hopeful.

7. What is the tone for this advertising?

• Empowering and inspirational.