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Apps like Uber Eats They have also visited old personalities of the Mexican show business such as Luis Miguel.
smart fit It is next to gym chains like Sports Cityone of the best known in the Mexican market of exercise clubs.
The measure that Thalia implemented reminds us of how important basic concepts in marketing such as the halo effect are.
Thalia campaign for smart fit and disconcerted in networks for its reappearance in the advertising market, after having made guidelines in well-known campaigns within Mexico, as it did at the time for brands such as Epura.
In this campaign, she surprised both fans of the singer and gym users, demonstrating how important advertising with celebrities continues to be, in actions that at the end of the day are recognized by the consumer.
The above has led to running studies As the “Running towards ad impact”where the impact achieved by campaigns broadcast during the Super Bowl, when these were carried out by celebrities.
The study found that campaigns with multiple celebrities achieved a rating of 32, which is the highest, while campaigns that did not feature celebrities barely achieved a rating of 27 points.
Thalia promotes Smart Fit
Users on social networks were surprised after the appearance of Thalia in an advertising campaign for smart fitwith which this chain of gyms started in 2023, demonstrating the power of the halo effect that brands experience.
The campaign made a series of activations on social networks and a video where they apparently recreated a street stall in the streets of New York where the famous singer runs, to ensure that the simple act of moving generates a change in people, this while wearing a top with the logo of the famous chain of gyms in Mexico.
In her message, Thalia assures that when one moves with a purpose, good things happen that motivate others, when she suddenly disappears from the video, to show the gym facilities, with actors who emulate exercising in this place.
The experience shown promotes a discourse that motivates the chain’s clients to have the purpose of doing physical activity in the gym and thereby discovering the challenge of never stopping moving.
After the publication of the video on platforms such as Youtubethe reactions have been positive, because of the 30,000 reproductions that the campaign has on that platform, users like Serch Torres have recognized the wisdom of collaborating with the singer and actress, noting that it is still valid after 30 years of having appeared in Mexican soap operas.
Other users such as Juan Ramón Castellón explained that it was “a very good choice to promote the gym, a beautiful woman and a nice body.”
Associating with celebrities in advertising is part of the halo effect, a marketing principle that argues that when a brand is linked to the positive values of a personality, it manages to transcend those values to consumers.
The association of brands with widely recognized celebrities has motivated even digital native brands like Uber Eatsto implement an advertising campaign with personalities like the singer Luis Miguelwhen he appeared in an advertising piece in which he received an order from the famous food delivery platform.
At the time, the reactions were positive due to the influence that the singer has and the impact that he had to see him promote a apps from deliveryonce again fulfilling this maxim of the halo effect, that personalities such as Philip Kotler have defined.
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