System1 Agency has developed a new Integrated Communications Campaign to support the launch of Santa Maria Latin American Cook-In Sauces in the UK. We were brought into to source and license music for the campaign.
System1 guarantees all creative work. In independent testing, the Santa Maria Ad scored 4-Star (on a 1-5 star evaluation scale) - meaning it is in the top 13% of the 20,000 ads tested over the years in the System1 Research Database, guaranteeing a significant return on marketing investment.
System1 was involved in supporting the Santa Maria team from the very early stages of concept, packaging and advertising development. We also worked closely with the cross functional integrated Agency team across every element of the communications campaign.
The Ad was directed by Gus Filgate - and produced by Bare Films.
System 1 needed music supervision and rights clearing for multiple markets.
They needed something upbeat and catchy with a south american vibe - something that encompasses the tagline 'Latin America is arriving in Britain!'
After curating some playlists, we thought 'Bailar' by Deorro feat. Elvis Crespo was the perfect match.
After testing several pieces of music on the ad, the producers agreed that it conveyed the festive emotion of the ad while using a hit-track to increase affinity for customers.
We cleared all of the rights for the tracks with the publishers, label, and artists for System1.