PROJECTS

TODO MUY PRIMAPRIX

Strategic branding
Activation
Creative campaign
Audiovisual production
With Productora Abuela
Communication strategy
Content
Complete graphic system

Todo muy PrimaPrix
People do not go to PrimaPrix to look for what they need. They go to look for what they never expected to find.

PrimaPrix is a brand that already has fans. Customers who go in for one thing and come out with ten; who share their finds on social media; who feel genuine euphoria when they discover a leading-brand product at a price that makes no sense at all.

The question was not how to make people aware of PrimaPrix. It was how to turn that emotion into a campaign.

The brand was in the middle of national and international expansion —France and Portugal— and needed to make the leap from beloved store to Love Brand.

A brand awareness campaign that would not only generate new customers, but also reinforce the pride of those who already knew it. A campaign where existing customers would recognise themselves, and those who did not yet know the brand would feel they were missing out.

THE STRATEGIC APPROACH

In most stores, you know exactly what you are going to find and at what price. At PrimaPrix, you do not.

Here, the experience is something else entirely: you never know which international brand has just arrived, what product you will find, or what price it will be.

Unpredictability as a driver of desire. That was the insight.

Not low prices —anyone can offer those. What makes PrimaPrix unique is the feeling: walking in is a game, every visit is different, and that constant sense of surprise creates something close to addiction.

“At PrimaPrix, you go looking for everything you never expected to find. That is where ‘Todo muy PrimaPrix’ comes from.”

With this concept, we built the full creative direction for the campaign.

The territory: surprise, the unexpected, the unpredictable. The claim that brings everything together: Todo muy PrimaPrix —not a product description, but an attitude. A way of being a store that does not exist anywhere else.

THE SOLUTION

A creative proposal by Tunning and an audiovisual campaign by Abuela, with a 60-second spot as the master piece and an ecosystem of adaptations for Prime Video, TikTok, YouTube, Instagram and Spotify —in 20”, 15” and 10” formats— conceived for each platform and context, not simply cut down from the main film.

The spot works as a collection of moments that appear to make no sense, but capture exactly how PrimaPrix feels.

A checkout scanner that no longer goes “beep”, but “beeeeeeee”. Literal chocolate prices. Black Friday on an ordinary Tuesday in March. Your karate sensei shopping on a scooter. A bottle of perfume singing an absolute anthem. A group of pandas.

Each image is a perfect non sequitur. But they all share one thing: the kind of surprise that could only happen at PrimaPrix.

Nothing is planned. Everything is very PrimaPrix.

The production was led by Productora Abuela, with whom we regularly collaborate on campaign projects.

From the outset, the art direction sought an aesthetic somewhere between the surreal and the everyday: unpredictable but familiar, a little cheeky without losing its sense of closeness, aimed primarily at a female target while also seeking to appeal to a very broad age range.

At PrimaPrix, you go looking for everything you never expected to find.

DELIVERABLES

Brand analysis, strategic brand development, competitor and market benchmarking, focus group, creative concept and campaign art direction.

Final script. Creative direction for production. 60” master spot.

Four 20” adaptations —store and products, product checkout, birthday reaction, and store and products.

Four 15” adaptations.

Four 10” adaptations.

Distribution across Prime Video, TikTok, YouTube, Instagram and Spotify.

THE IMPACT

The campaign has just launched. Impact data will be updated over the coming months.

There is one thing we can already say: when the PrimaPrix team saw the spot for the first time, all they said was, “this is exactly who we are”.

And in advertising, that is worth more than any awareness metric.

EMOTIONAL JOURNEY

Beginning: Routine purchase → I know what I am going to find in every store.

Middle: Discovery → I never know what is waiting for me here. And that is brilliant.

Exit: Positive addiction → I have to come back. Let’s see what I find today.

Todo muy PrimaPrix People do not go to PrimaPrix to look for what they need. They go to look for what they never expected to find.