In recent days, King África has been the talk of the town, as he loudly announced that he was reinventing himself by experimenting with new musical styles. He did so by announcing the release of his upcoming ballad, which surprised his fans.
A few days later, the confusion was cleared up: the well-known singer isn’t changing his musical style after all; it was all part of our marketing strategy to promote a well-known discount campaign, MediaMarkt‘s “Renove.”
At After, we played with MediaMarkt‘s characteristic and approachable tone, creating a campaign in which the merengue and Latin house singer reveals that he is going to upgrade his electronic devices.
In the coming days, and until November 2, you’ll be able to see the spot on television, digital media, and radio. According to Marta Domínguez, Head of Marketing at MediaMarkt Spain, the choice of King África was ideal to amplify the campaign launch, as they knew that the announcement of a supposed change in his musical style would capture the attention of the entire Spanish public.
