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It’s happening in Viladecans! City newsletter promotion

The city where
things are happening

People are no longer interested in e-newsletters. We have too many in our e-mail inbox and most of us haven’t even asked to receive them. So, how could we add value to the official Viladecans city newsletter?

It didn't take much research to realise that interesting things happen in Viladecans all the time. Real and specific things. And the newsletter is the best way to find out!

To launch a campaign, we selected several events and activities that were taking place in the city and used them as teasers: summer workshops, a popular bike ride, yoga lessons... If people saw something that interested them, they could sign up for the newsletter to discover similar activities in the future. We wanted them to think: "Next time, I don't want to miss it!"

We produced a large print run of postcards that formed the basis of the campaign. We sent these postcards in batches of three to citizens, businesses, and municipal facilities.

From this starting point, we developed a lively, flexible, and completely adaptable campaign. An open-ended collection of solid-colour typography-led ads with striking and fun headlines that grabbed attention and generated curiosity.

These graphic pieces could be periodically updated in a very simple way and be integrated into the cityscape.

We realized that the ads could even take advantage of the context, showing one activity or another depending on where and when they were displayed.

The result was a complete and integrated campaign: we made outdoor billboards, ads in the press, three-dimensional displays in municipal facilities, online banners, flyers and every other format we could think of to reach the public.

We also made animations and video spots that were shown on video screens in municipal facilities and in cinemas.

In the digital arena, we designed banners for Facebook and LinkedIn, and planned campaigns using the Google Ads network.

All calls to action were centralised on the same landing page, where citizens could choose the newsletter they were most interested in receiving.

The outcome of the campaign was unambiguous: the number of subscriptions exceeded all expectations and the launch of the newsletter was deemed a complete success.

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