The "Home for the homeless" campaign by Gollo, launched in Costa Rica in 2014, positions the brand as socially conscious and community-oriented within the retail services sector. By choosing a narrative format centered on homelessness, the campaign aims to align Gollo with values of empathy and social responsibility, suggesting that the brand is not only a provider of retail goods but also an active participant in addressing societal issues. This approach enhances the brand’s emotional resonance and trustworthiness among consumers, indirectly reinforcing Gollo’s proposition as a retailer that cares about the well-being of its community.
Strategically, the campaign leverages a human-centered insight highlighting the struggle faced by homeless individuals, a relevant social concern in Costa Rica. By telling a story rather than simply promoting products, the campaign seeks to create a meaningful connection with the audience through emotional engagement rather than direct selling. The digital medium and narrative genre enable Gollo to engage viewers with compelling storytelling, tapping into empathy to differentiate the brand in a competitive retail market. Although the campaign’s online metrics show modest engagement, its creative angle reflects a strategic choice to elevate brand purpose beyond conventional retail messaging, fostering goodwill and potential long-term loyalty from socially aware consumers.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
The campaign title "Home for the homeless," the narrative genre, and the context of a retail services brand suggest a storyline centered around addressing homelessness, with Gollo likely providing a solution—potentially furnishing or supporting a home. While details are sparse, positioning the brand as the provider of a vital resolution to a social issue fits the classic exemplary story arc, where the product or service is directly responsible for a pivotal, positive change. The narrative drive and centrality of the product’s involvement are key indicators of this format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Monge – Positioned as a leading electronics and appliance retailer in Costa Rica, Monge emphasizes a wide product range with competitive pricing and strong customer service. Its extensive network and loyalty programs cater to middle-class families seeking reliable and affordable retail solutions.
2. La Curacao – Known for offering flexible financing options and installment plans, La Curacao targets budget-conscious consumers. It differentiates through accessible credit solutions, aggressive promotions, and a broad assortment of electronics, appliances, and furniture, focusing on convenience and affordability.
3. Walmart Costa Rica – Leveraging its global retail expertise, Walmart competes by providing a one-stop shopping experience with low prices, vast product variety, and strong supply chain efficiency. It appeals to value-driven shoppers seeking everyday essentials alongside electronics and appliances.
4. Simán – Positioned as an upscale department store, Simán offers a curated selection of premium electronics, appliances, and home goods. It differentiates through an emphasis on quality, branded products, and superior in-store shopping experiences targeting higher-income segments.
5. Electrónica Panamericana – Focused on technology enthusiasts and professionals, this retailer stands out by offering specialized electronics and technical support. It combines expert knowledge with tailored customer service, positioning itself as a niche provider for advanced electronics and gadgets.
Q: What is Home for the homeless about?
A: Home for the homeless is a digital campaign launched in Costa Rica in 2014 for the retail services brand Gollo, created by the agency McCann. The campaign centers on the issue of homelessness, using emotional storytelling to highlight the struggles faced by homeless individuals in the local community. By leveraging a single, impactful media asset in Spanish, the campaign aims to foster empathy and social awareness while positioning Gollo as a brand committed to social responsibility. Its narrative approach seeks to create a meaningful connection with viewers, reinforcing Gollo’s role as an engaged and caring community retailer.
Q: What creative device does Home for the homeless use?
A: Home for the homeless employs the Exemplary Story format, as classified by Clapboard’s 12-format taxonomy (FORMAT#5). This creative device tells a story in which the brand’s product or service plays a vital role in the plot or resolution. In this campaign, Gollo is positioned as the provider of a pivotal solution to the problem of homelessness, integrating the brand directly into the narrative’s positive outcome. The approach leverages emotional engagement and narrative drive to communicate the brand’s values and social commitment.
Q: What is the campaign proposition for Home for the homeless?
A: The campaign proposition for Home for the homeless is to position Gollo as a socially conscious and community-oriented retailer within the Costa Rican market. By focusing on the issue of homelessness and using a narrative-driven format, the campaign communicates Gollo’s commitment to empathy and social responsibility. This strategy aims to resonate with consumers who value brands that actively contribute to societal well-being, reinforcing trust and emotional connection. In a competitive retail landscape, this approach differentiates Gollo by aligning its brand with meaningful social impact rather than conventional product promotion.
Q: How does Home for the homeless rank in Clapboard's archive?
A: Home for the homeless holds a Clapboard Campaign Score of 52/100. This score reflects Clapboard’s evaluation of the campaign’s creative ambition, execution quality, and cultural relevance within the global ad archive.
Q: Who are the competitors in Gollo's category?
A: In Costa Rica’s retail services sector, Gollo competes with several prominent brands. Monge is known for its extensive product range, competitive pricing, and strong customer service targeting middle-class families. La Curacao differentiates itself through flexible financing options and aggressive promotions aimed at budget-conscious consumers. Walmart Costa Rica leverages its global scale to offer low prices and a comprehensive shopping experience for value-driven shoppers. Simán positions itself as an upscale department store with a focus on quality and premium brands, appealing to higher-income segments. Electrónica Panamericana targets technology enthusiasts with specialized electronics and expert customer support, carving out a niche for advanced gadgets and technical solutions.
ARCHIVE.webp)
