There are campaigns that manage to capture the collective sentiment of their time. In “Hasta Lowi,” the new project we developed for Lowi, the foundation is built from a powerful and recognizable insight: the accumulated frustration of those who have spent too much time with a company that doesn’t give them that little bit extra.<\/p>\n
The challenge: standing out in a market of identical promises.<\/strong><\/p>\n In telecommunications, networks look alike and prices converge. The competitive advantage lies in the ability to connect with the user’s real feelings. Lowi was already a benchmark for simplicity; the challenge was to provide it with a new emotional charge to lead the current conversation.<\/p>\n The strategy: betting on the catharsis of the farewell.<\/strong><\/p>\n We decided to focus on something very different from most operators: the satisfaction of leaving. By taking ownership of an everyday expression like “hasta luego,” we transformed a common phrase into a symbol of empowerment. “Hasta Lowi” is not just a closing; it is the definitive invitation to say goodbye to whatever doesn’t give “that little bit extra.”<\/p>\n A powerful and metaphorical visual narrative.<\/strong><\/p>\n To bring this idea to life, we opted for a setting filmed at the iconic Montjuic Olympic pools. In the spots, disenchanted customers jump from all kinds of diving boards into a pool of thousands of red balls: a safe and vibrant ecosystem representing Lowi’s reliable network and transparency. The jump is not just a visual resource; it is a metaphor for change.<\/p>\n To achieve this, we had a top-tier team:<\/p>\n “Hasta Lowi”<\/strong> can be seen on television, digital media, and radio. The campaign also includes a media strategy aimed at amplifying the expression in daily life through mentions in radio programs and other actions. The goal is for “Hasta Lowi” to be not just a slogan, but a statement of intent that transcends paid media.<\/p>\n Enjoy the full campaign video:\n
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