El Corte Inglés Achieves Remarkable Success with Innovative Advertising Campaign
El Corte Inglés, a leading Spanish retailer, has successfully launched an innovative advertising campaign for its new swimwear collection "Summertime 2024" in collaboration with the Dentsu group. The campaign utilized Pelmorex’s advanced technological solution and weather data from Eltiempo.es, allowing the company to achieve remarkable results in the competitive advertising environment.
Campaign Highlights
The campaign, which ran nationwide from May 8 to 31, achieved over 10 million impressions and a 20% increase in click-through rate (CTR) compared to campaigns that do not use this solution. The Condition-Based Ad Triggering (CBAT) technology enabled El Corte Inglés to activate its swimwear advertising only when the weather conditions were favorable, resulting in better campaign performance.
Campaign Analysis
According to David Sújar, Business Lead at Dentsu, the analysis of campaign delivery in the autonomous communities with the most active weather helped achieve better campaign performance. For example, during a storm that hit the north and center of Spain from May 12 to 18, impressions decreased in those areas, while increasing in Andalusia and Levante, without penalizing the total delivery of the campaign.
Weather’s Impact on Purchasing Decisions
Vanesa Poderoso, Director of Media and Sponsorships at El Corte Inglés, stressed the importance of weather in influencing purchasing decisions. "CBAT technology has demonstrated how weather conditions can be used as a trigger to activate highly relevant and personalized advertising campaigns. This approach has not only helped us improve the user experience but also significantly increases the return for brands," she said.
Future Opportunities
This achievement not only reinforces El Corte Inglés’ position as a leader in innovation but also opens the door to future campaigns that leverage technology and data in creative and effective ways. The success of this campaign showcases the potential of combining technology and weather data to create impactful advertising campaigns that resonate with consumers.