Last Friday, Rosalía swept the awards ‘Los 40 Music Awards’. It was not a surprise that the Catalan took, among other awards, the best album in the Spain category.
Six days later, this Thursday, Netflix released a novelty that had been chewing for a long time: a cheaper subscription modality in which, in return, the client accepts a limited amount (five minutes per hour, in very small segments) of advertising.
What do both events have in common? Well, among other things, the presence in both of the Rioja Qualified Designation of Origin. And it is not a casual presence. With them, the starting signal was given to a part of the communication strategy of the Regulatory Council, the one that seeks to keep open for Rioja a key market line for the future: that of young people.
Perhaps we have to start by defining what “young” is. “It is not about promoting wine consumption at younger ages,” explains Íñigo Tapiador, director of marketing for the Regulatory Council. “We target what we call ‘young wine consumers’, we try to seduce those who are just beginning to discover quality wine.” As an example, Tapiador recalls that during that Los 40 gala, in a crowded Wizink Center in Madrid, “the average age was around 30.” That is the target.
On the right, Rosalía, at the Los 40 gala. /
A campaign that starts
When Rosalía collected the award given by Rioja, she began without knowing it a campaign that will be intense in the coming weeks, until the end of the year. “It will be a much more digital campaign, and more segmented.” In other words, it is looking for a very specific audience: people between 30 and 45 years old, with interests similar to what Rioja represents. For example, a public interested in gastronomy and travel, two universes that marry very well with what Rioja represents.
The DOCa launches a campaign focused on digital, which will be very intense between now and the end of the year
Netflix premiered its “with ads” modality on Thursday, and one of the first brands present was Rioja
That’s where the Rioja ‘landing’ also comes in on Netflix. The television platform is open to advertisements that are also expressly allowed by the viewer, and therefore are perceived as less invasive. «And one of the first brands to position itself has been Rioja. We believe that it is an action with potential and that it can be quite noticeable in the target we are looking for”, says Tapiador. Although when an absolute novelty is released “there is always something of an experiment in it”, the Council believes that “it also matters where you find the advertising, on which platform you find it. It is something that gives a qualitative point to what is advertised ».
And it is that in these times and with that demographic objective, it is important to be present in a very complex and demanding digital market. The Council is preparing actions that have to do with the world of the podcast, and will also enter other platforms such as Spotify. Everything, so that the DOCa continues to sound… also for young people.