McDonald's shines as Spain picks up its first World Cup title in South Africa
July 11, 2010.
As Spain picked up its first World Cup trophy, national media did not waste a second in publishing its glory on every paper out there…printed, online, you name it…
Enter McDonald’s.
The fast food giant makes a subtle, yet brilliant statement at www.elpais.es, a leading Spanish newspaper. Their historical corporate colors (red and yellow) make it an excellent opportunity to relate to the Spanish flag.
The text next to the heading?
“Passion for our colors. Congratulations champs. Thank you Villa (David) for celebrating your goals with us.”
Brilliant… and I’m loving it.
By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).
It’s not strange seeing a brand seizing an opportunity such as the World Cup for promotional purposes. Not strange at all. Just ask Nike, Adidas or Hyundai who have done an excellent job. We’ve all witnessed truly outstanding campaigns revolving around a monumental event felt everywhere and by everyone.
But when it triggers the core, the pit of a nation… then that’s a different story. Long before Spain’s triumph in South Africa, Banesto (Banco Español de Crédito), one of the nation’s largest banking groups, went to a whole new level. Their website, ”Sigue la selección”, is a tribute to two of Spain’s prized jewels- Rafael Nadal and the national football team. ( http://www.siguealaseleccion.com/)
The campaign was crowned with a video called ”Espíritu Ganador” (Winning Spirit). It captures the essence of the world of sports and its stars, and how it relates to the values of the Banesto brand:
¿Qué es espíritu ganador?
Espíritu ganador es luchar por la victoria sin descanso
Espíritu ganador es ser el número 1, y seguir siendo tal como eres
Mejor banco en España 2008 y 2009
Es el coraje que crece dentro de ti y que hace más fuerte
Es eso que no deja que te rindas, nunca
Espíritu ganador es la fuerza, el empuje, la decisión
Uno de los 25 bancos mas sólidos del mundo
Es aprender de las derrotas y de las victorias
Es levantar la cabeza y mirar al frente, seguro de uno mismo
Espíritu ganador es saber quién eres, y hacia dónde vas
Más de 100 años de historia
Este es el espíritu ganador de Banesto
Y queremos que formes parte de él.
Translation:
What is a winning spirit?
A winning spirit is fighting relentlessly for victory
A winning spirit is being number 1, and remaining as such
Best Spanish bank in 2008 and 2009
It’s the courage that grows inside you making you stronger
Never giving up
Winning spirit is the force, the thrust, the decision
One of the 25 most solid banks of the world
It’s learning from your defeats and victories
It’s lifting one’s head and looking forward, confident of oneself
It’s knowing who you are and where you are headed
More than 100 years of history
This is the winning spirit of Banesto
And we want you to be a part of it.
Banesto’s President, Ana P. Botín, mentioned that ”…Banesto is proof that being the best is not being the biggest, but playing with the best team…”
Inspiring.
Never has the phrase “Well played” fit better.
By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).
