Costa Cruises has launched its new international online and social media campaign, featuring a very special guest: Gerard Piqué. The main focus of this new video is life on board the ships, an experience that Piqué himself has thoroughly enjoyed, as has his partner and star of Costa's last two campaigns, Shakira.
“The goal of this new social media campaign is to showcase life on board, open the doors of our ships, and share all the wonderful things we have to offer those who enjoy their holidays with us. We wanted to do this in a fresh and innovative way, using the language of social media, where we will be posting the video, and relying on the value of an exceptional testimonial: that of Gerard Piqué. Known internationally for his success as a footballer, his open attitude, and his happy nature, he perfectly embodies the spirit of our cruises. By describing what happens on board, we complete the journey we began with the television campaign,” explains Luca Casaura, SVP Global & Strategic Marketing at Costa Crociere.
The video, filmed in Palma de Mallorca aboard the Costa Diadema, Costa's flagship vessel, shows a typical day on board one of the company's ships, from morning until sunset, with Piqué starring in various situations. The footballer tests himself in a unique Mannequin Challenge, the first ever filmed on a cruise ship, with the participation of over 100 people "frozen" in different scenes on board.
Piqué becomes the star of the piece, appearing motionless in amusing poses: joking with friends in the central pool area, observing the main lobby from the panoramic glass elevator, and admiring the views from one of the suites with a balcony. Viewers also discover the tranquil atmosphere of the Samsara Spa, where the footballer relaxes before enjoying a fine dinner at the Club Restaurant. The piece also goes behind the scenes at the Emerald Theatre, where the footballer explores the moments before the curtain rises on one of the shows. Finally, he arrives at the Principe Nero bar, where he ends his day of revelry with other guests.
The piece was produced entirely in Spain by Laiguana SL and created by Jaume de Laiguana, who is also responsible for the two most recent Costa Cruises television commercials, as well as some of the most popular videos by Shakira and other renowned international singers. This new digital advertising campaign from Costa taps into one of the most viral online trends, and its content will be posted across all of the company's global channels—Facebook, Twitter, and Instagram—with a busy publication schedule.
The full 3-minute video can be viewed on the official Costa Cruises website. Those who visit the campaign's homepage can participate in a very special competition open to users in Italy, France, Spain, Switzerland, and Austria. After watching the entire video, they can register and try to guess how many times Piqué appears on board the Costa Diadema. Those who answer correctly will be entered into a drawing for the grand prize: a Mediterranean getaway with Costa, including suite accommodation and a special excursion to Camp Nou during their stay in Barcelona, following in Gerard Piqué's footsteps. The competition ends on August 31st.
