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Iu Lalueta and Beatriz Torres From ALMA: Spanish Lessons Was Born Out Of Listening To Fans
Manuela Walfenzao| 16 de mayo de 2017
Lalueta: El nivel en The One Show nos hace valorar aún más estos seis lápices
ALMA took home six pencils at The One Show 2017, on Friday November 12th, for its campaign for Narcos on Netflix. In an interview, Iu Lalueta, Creative Director of Content at the agency shared together with Beatriz Torres, Creative Associate Director, the key insights of this successful campaign, that they developed together. Lalueta explained that Netflix called the agency to enter the pitch for the launch of the second season of Narcos. They asked them to develop the strategy and campaign on social networks under the slogan History is the Biggest Spoiler, with tactical actions to connect with viewers before, during and after the launch. “Spanish Lessons was born from listening to fans and grows with an execution that combines creativity, original content and editorial craft. The level of this year’s creative pieces on the One Show make us value even more these six pencils” said Lalueta. “The secret started on Twitter conversations sharing that they were learning Spanish with Narcos, that’s where the idea of Spanish Lessons came from. People liked the fact that it was slang, not something you could learn from books and that the same characters from the show were the ones using it. Then it exploded, it went super viral, to the point that people asked for more videos and we had to make them” narrated Torres. It generated more than 13 Million views, 50% of new followers and reached more than 52 Million people. “People valued authenticity, mainly because there were no filters and that it was relevant with the characters and the tone of the series” added Torres.
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