Commo | Rakuten – Launch in Spain
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Rakuten – Launch in Spain


The challenge

Raise awareness of the brand in Spain and promote their Super Sale and Special Offers Week.


The solution

Creating the Rakuten is dabuten (“Rakuten is fantastic”) slogan that was used in the two TV spots launching Rakuten. The rhyme is clearly aimed at increasing awareness of the brand, which is still little-known in Spain, by bringing back a very popular expression from the 90s that creates an easy association with the name of the company. This is complemented by the endorsement of a well-known figure, the famous “Chicote”.


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