The farming company from Murcia, with head office in Torrepacheco, gets us all emotional with the short film “Victoria’s surprise” in which a young girl surprises her grandfather, as a thank you for all the lovely moments he has given her throughout her life.
How did it come about?
The objective was to pay homage to Grandfather Anastasio, who started up Procomel’s melon growing. But the idea took over and from it came “Victoria’s surprise”, a surprising campaign to create awareness of “The Grandfather of Melons”, the company’s brand of melons.
However, the product remains in the background in this video, where what is important is the emotion it encapsulates, a prime example of emotional marketing.
“Now its your turn. What would you do for your grandparents?” is the slogan used at the end of the clip and with which Procomel encourages youths to participate in the competition www.diseloatuabuelo.com and dedicate a video to their grandparents. It is a nice initiative in which the winner wins a tribute to his or her grandfather.
The film has already achieved over 88.000 hits on Youtube, since it was uploaded on the 23rd of April. From that moment, its expansion began as a viral video by making a niche for itself in different Internet portals and even on the digital version of the daily newspaper, La Opinión, which dedicated a news article to it on 30th of June.
And from the Net it jumped over to the small screen. The success it has garnered even reached television programmes such as “Desde aquí”, from the regional channel 7RM or “Gente” on RTVE, which also echoed the charming campaign.
Award-winner at “Stars of the Internet ”
“Victoria’s surprise” and the “Tell your grandfather” initiative enabled Procomel to win the awards for “best viral video” and “best social website” in the competition “Stars of the Internet”. This is recognition for their ingenious online marketing work, materialising in two of the seven awards which the specialist magazine Fruit Today awards to companies of the farming sector. The other awards given out by the publication were “Best Online Company of the year”, “Best online campaign”, “Best e-commerce”, “Best Facebook page” and “Best Twitter”, all aimed at incentivizing innovation in agri-food promotional strategies.