Totto
From strategy to point of sale
With the strategic framework in place and the team running at full speed, the moment came to bring the brand out to dance in key moments of the year for Totto: travel season and back to school. An opportunity to work, with a strategic perspective, across different areas:
- Campaign concept
- Communication plan
- Creatives
- Motion
Travel without worries, enjoy without limits
The benchmark and immersion process revealed that Totto's audience, when they travel, is looking for peace of mind. That's why they like to buy quality products that pass the most demanding reliability tests. The Totto Travel Test.
The foundation of the campaign came from Colombia and, for the Spanish audience, we proposed a claim that addressed users' uncertainty: Totto. Travel without worries, enjoy without limits.
Within this framework, we adapted the materials into videos able to land in the Spanish market, which is used to fast, condensed pieces. See it to believe it; test it to prove product quality.
Build your universe for back to school
The strategy we'd worked on with Totto had shown us that everyday adventures are, often, the most important ones.
The brand diagnosis is consistent with the reality the team experiences every year: thousands of families trust Totto for a key moment — going (or returning) to school, university or work for the first time.
For many people, this moment is the real new year and, as we found in our research, it stirs excitement and worry in equal parts: challenges, expenses… The urge and the need to make rational decisions, in an emotionally charged conflict.
To tackle this campaign, which would be displayed in El Corte Inglés stores across Spain and also include owned channels, we worked on a creative concept that broadens the customer's horizons and shrinks their fears: Totto. Build your universe. Because every person needs a backpack big enough for everything they want to be — one to hold, and carry, all their dreams.
