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Roadshow Aután
Description
In September 2024, Autan, Spain's leading mosquito repellent brand, launched the "Roadshow Aután" campaign created by Agencia Estimado to reinforce its position as the go-to protection for summer outdoor activities. Recognizing that summer plans often involve outdoor settings where mosquitoes can disrupt enjoyment, the campaign strategically leveraged outdoor cinemas—events where mosquito presence is inevitable—to demonstrate Autan’s effectiveness. Through a compelling storytelling approach centered on the message "Enjoy every moment, without the fear of bites, thanks to the protection that Autan offers," the campaign created a direct and relatable connection with consumers. The experiential roadshow took place at key locations, including Sala Montjuïc and Cinema Lliure a la Platja in Tarragona, Tossa de Mar, Sitges, and Barcelona, where the brand distributed over 9,000 samples, encouraging real-time product use and immediate proof of its protection. This hands-on engagement generated more than 53,000 impressions, maximising visibility and driving product trial. Additionally, the campaign extended its reach through a curated influencer collaboration featuring three main influencers and eight micro-influencers who received specially designed packages to amplify the message digitally. Their combined efforts resulted in over 249,000 content views and more than 3,500 interactions, significantly boosting campaign awareness and engagement across social media platforms. Integrating content, experiential, and OOH outdoor media, the campaign strategically connected with consumers in authentic summer moments, ensuring that Autan was synonymous with carefree outdoor enjoyment despite the mosquito threat. This multi-dimensional approach effectively combined direct consumer experience with influential digital storytelling, reinforcing Autan’s leadership in the health and pharmaceutical space while delivering a memorable and impactful brand presence during the peak summer season.
Credits
Client
Autan
Agency
Agencia Estimado
Account Management
Ana Andrés, Antonella Milanesio
Creative Director
Julio Chirivella
Art Director
Norberto Da Silva
Strategic Planner
Laura García Devís
Campaign Proposition
The "Roadshow Aután" campaign leverages the brand’s position as Spain’s leading mosquito repellent to address a common summer frustration: the disruption caused by mosquito bites during outdoor activities. The core brand proposition centers on delivering reliable, maximum protection that empowers consumers to fully enjoy outdoor moments without the fear of insect bites. This value is communicated through a clear narrative emphasizing carefree summer experiences protected by Autan.
Strategically, the campaign taps into a key consumer insight: outdoor plans increase in summer, but mosquitoes threaten to spoil these moments. Rather than relying solely on traditional advertising, the campaign uses a multifaceted approach combining experiential marketing, content, and out-of-home (OOH) media to demonstrate product efficacy in real-time. By integrating Autan’s presence at popular outdoor cinema events—an activity highly susceptible to mosquito interference—the campaign situates the brand directly within the consumer’s lived context. This allows potential users to sample the product in relevant, high-engagement environments, reinforcing trust through firsthand experience.
Furthermore, the campaign extends its reach through an influencer program, employing both mainstream and micro-influencers to generate authentic content that broadens awareness and engagement across social platforms. The carefully targeted combination of direct sampling, live outdoor experiences, and influencer amplification results in significant impressions and interactions, validating the campaign’s ability to connect with a health-conscious audience seeking effective protection.
Overall, the campaign’s market strategy is grounded in contextual relevance and experiential proof, effectively positioning Autan as an essential companion for enjoyable, bite-free summer outdoor activities.
Creative Device
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign centers on an experiential roadshow in outdoor cinema settings during the summer, where participants are directly invited to use Autan and “see that it works when you really need it.” Sampling actions give people firsthand experience of the product’s protective qualities against mosquitoes right when the problem is most apparent. The approach involves live demonstration in situ, reinforced by influencer sampling, clearly focusing on showcasing the effectiveness of Autan rather than building a story or relying on symbolism.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
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Competitive Planks
OFF! – Positioned as a trusted, widely recognized mosquito repellent brand with a strong emphasis on effective, long-lasting protection for active outdoor lifestyles. OFF! leverages global presence and consumer trust, offering various formulations tailored for family safety and convenience.
Naturnua – Focuses on natural, eco-friendly mosquito repellents made from organic ingredients. Naturnua appeals to health-conscious consumers seeking effective protection without synthetic chemicals, emphasizing sustainability and skin safety.
Mosquitno – Positions itself as a modern, innovative brand combining stylish design with effective mosquito repellent technology. It targets younger, urban consumers looking for convenient, portable protection aligned with contemporary lifestyles.
Repel – Known for high-performance repellents that cater to extreme outdoor conditions such as hiking and camping. Repel highlights clinical efficacy and protection against multiple insect species, appealing to adventure seekers and professionals.
Biogents – Differentiates through scientifically backed solutions centered on mosquito control devices rather than topical repellents. They emphasize technology-driven prevention strategies targeting mosquito behavior for long-term control in residential and commercial spaces.
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