Rentik: “Comprar un móvil ya es historia”

Context: Towards the Renting Society : The uncertainty and instability factors created by the pandemic have provoked a change in the consumer paradigm that coincides in Spain with a generational change: the rental society.  Brands, aware of this, are preparing their own leasing services.  Fifteen years ago, nobody thought we were going to rent music. Everyone wanted to collect and own their own records. Streaming platforms have led the way. Netflix has brought series subscriptions to 140 million households and Spotify has 109 million subscribers. 
Strategy:  The tricky part was finding an untrodden path. After an analysis of possible territories, looking at campaigns already in use or even imagining possible future campaigns in this category and others under the "renting" umbrella, we decided to rule out certain creative avenues as we felt they might be over-exploited.  Therefore, we focused on the CLAIM of the campaign:  BUYING A MOBILE PHONE IS HISTORY 
Campaign creativity: With this message we cover all the objectives proposed for Rentik.  We made it known that it is a company that offers mobile phones in leasing format, without the need to buy them.  And at the same time, we create notoriety and we position ourselves as a cutting-edge, current company, that creates trends and that is not anchored in the past. The concept of "History", which becomes the guiding thread, is the resource that, in a humorous and groundbreaking tone, would allow us to choose historical moments (real or fictitious), where human beings left behind obsolete habits. It will mark that it is in that past where our target does not want to be, but to be a Rentik customer and always have the latest technology.  And we do it... With an antihero. The protagonist of the first part of the spots. An ambassador of the "old", Pepín Tre, as opposed to the image of the modern (Rentik). 
Among the formats worked on for the campaign, we had 10", 20" and 30" spots, as well as radio spots and a digital plan.