An advertising campaign has been broadcasted on TV to promote the consumption of crafts due to its fall caused by the health crisis of Covid-19
Given the situation generated by the health crisis of Covid-19, the Government of Catalonia, through the CCAM, has launched different promotion and supporting actions for the crafts sector.
An advertising campaign under the #consumeixArtesania (consume crafts) has been made, both to be broadcasted on TV3 (regional TV channel) and social networks, in order to help the crafts sector to be recognized and help the post-marketing of the production made during lockdown and stored in the workshops. Having noted that 70% of the turnover of craft workshops is related to sales to tourists that were not coming this year this seemed an option to made locals aware of the rich variety and quality of craft products and services.
For the first time in Catalonia, a spot has been produced and broadcasted on television to promote the consumption of crafts among the general public. This message takes advantage of the momentum of raising awareness about the economy and local consumption and the sustainability that the pandemic has brought and challenges the collective conscience by focusing on the positive values intrinsic to crafts as a consumer good.
Although the impact on the economy of the sector will never be accurately measured, it is undoubtedly an action that provides an unprecedented massive visibility to crafts on television, which allows it to compete a little better with the big brands when it comes to positioning and seek new markets.
Resources needed
15.000 Euros
Evidence of success
The spot reached 250,000 people through social networks and it was broadcasted on public television (TV3) for 3 weeks with two daily broadcasts. TV3 is the most watched tv channel in Catalonia with a 13% of share.
Difficulties encountered
Lack of more resources to broadcast the spot in other media.
Potential for learning or transfer
This action is fully replicable and transferable into any European region, since there are craftspeople working in all regions, and the aim of the campaign is to make it visible and to remind consumers that crafts are there, very close to them, although sometimes big brands or franchises overshadow them. All human beings have a conscience, and this campaign aims to appeal to this conscience to consume artisanal and local products, therefore, adapting the content of the spot to each region, it could be perfectly replicated.
Tags: Art, Business, Communication, COVID-19, Cultural
