Results
Santalucía, one of Spain’s leading insurance providers, partnered with Maicca to strengthen its brand positioning through a high-impact digital audio strategy. By activating a Spotify campaign powered by Adform, the brand successfully connected with audiences in moments of high attention and emotional receptiveness. The campaign delivered exceptional brand lift performance, outperforming benchmarks across all key metrics and demonstrated the power of digital audio as a brand-building channel.
ad recall uplift vs. benchmark
increase in brand preference
(+5 vs. benchmark)
uplift in brand consideration
impact score
exceeding benchmark average
Why Adform:
For this campaign, Maicca and Santalucía selected Adform as their adtech and strategic partner due to its independent omnichannel platform, built to activate premium campaigns at scale with full control and transparency.
Beyond technology, Adform acted as a consultative partner, working closely with the agency team to shape an effective digital audio strategy. Its expertise in premium environments like Spotify enabled a balance between precision targeting, scale, and brand impact, ensuring the campaign resonated with the right audience at the right moment.
Challenges:
In an increasingly fragmented digital landscape, Santalucía faced the challenge of reinforcing its brand positioning while building a deeper emotional connection with both existing and potential customers.
The objective was to increase ad recall and brand preference, stand out in a competitive market, and maintain a warm, human, and trustworthy brand identity. Achieving this through digital audio required a strategy that could combine emotional storytelling with measurable impact, without compromising brand authenticity.
Solution:
To address this challenge, Adform activated a Digital Audio campaign on Spotify, leveraging both music streaming and podcast environments to reach users in highly attentive and immersive moments.
The strategy focused on using audio as a storytelling medium, delivering a warm and human message aligned with Santalucía’sbrand values. By combining premium inventory with precise targeting capabilities, the campaign ensured relevance and consistency across touchpoints.
Adform supported the campaign end-to-end through omnichannel technology, strategic guidance, and operational support to ensure smooth activation and strong performance throughout the campaign. This integrated approach allowed Santalucía and Maicca to maximize impact while maintaining full control and flexibility, ultimately translating creative storytelling into measurable brand outcomes.
Mar Gómez-Angulo
Advertising and Media Manager, Santalucía
“Adform enabled us to generate meaningful brand impact through a seamless and intuitive digital audio activation. The collaboration between the agency, the technology, and the brand allowed us to strengthen Santalucía’s recall and preference in a key environment like Spotify.”