Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Finished
16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

FEATURING
Gordon Young
Editor-in-chief at The Drum

Old El Paso decides on bank holiday campaign based on the weather forecast

Mexican food brand Old El Paso has launched the second phase of its ‘Bring on La Fiesta’ digital outdoor campaign this bank holiday weekend.

Working with digital agency Work Club, two campaigns were developed with the launch weekend’s weather forecast in mind; one for the usual dreary weather and an alternative for a scarce sunny weekend.

With more rain set for Britain, the campaign with the tag-line “Another damp BBQ? Fajitaboutit” showing a fajita under an umbrella was chosen. The creative has focused on determined families and friends who have come together to celebrate the August bank holiday with one last BBQ- despite the wet weather.

Alongside broadcast media, the campaign is being supported by digital outdoor activity including Transvision and large format digital city screens.

Ben Mooge, creative partner at Work Club commented: "Bank holiday rain? Fajitaboutit. Flash flooding? Fajitaboutit. In-laws for dinner? Fajitaboutit. I told you it was catchy."

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.