HALL OF FAME archivos - LF Channel

AVAST

Imma Folch — Mon, 16 Jan 2023 15:19:57 +0000

Making digital privacy relevant for the Spanish mass market

Avast partnered with LF Channel to solve a critical business problem in Spain: most of the population was unaware of internet privacy risks and therefore didn’t use security software—much less paid versions.

THE CHALLENGE

The challenge was twofold: educate a non-technical audience about what digital cookies are and why they matter, and convert that education into actual adoption of Avast’s product. All of this targeted at people without technical knowledge, using language and formats they could understand and share.

Without critical mass of users in Spain, the operation wouldn’t be profitable. And without reaching beyond the niche of expert users—already saturated—Avast couldn’t scale its business in a market with enormous growth potential.

STRATEGY

We designed a 360º campaign under the creative concept #AcceptAllCookies that translated a complex technical topic (digital cookies) into something everyday and understandable (sweet cookies), eliminating entry barriers for non-expert audiences:

Phase 1

Educational content with strategic influencer

Collaboration with Alma Cupcakes, pastry chef and leading influencer, as campaign ambassador.
Creation of educational video explaining digital cookies through the metaphor of real cookies.
Comprehensive social media strategy to maximize reach and engagement with non-technical audience.

Phase 2

Public relations campaign with experiential approach

Distribution of press release with survey results on Spanish population’s knowledge of cookies.
High-value audiovisual material for media.
Creative shipments with physical cookies to journalists to generate memorable coverage.

Phase 3

Showcooking event with key media

Organization of live event with Alma Cupcakes and 15 key technology and lifestyle journalists.
Hands-on experience that converted the abstract concept into something tangible and shareable.

RESULTS

Business impact:

Measurable increase in Avast software downloads in Spain following the campaign.
Successful expansion beyond the tech audience: the campaign made digital privacy accessible and relevant for the Spanish mass market.
Positioning as reference brand in digital protection for the general public, not just experts.

Visibility and engagement impact:

Engagement rate on average - well above industry standards

Audience reached

YouTube views

Awards received for the campaign (Dotcomm Awards and Summit Creative Awards 2023)

The real value:

LF Channel didn’t just execute a creative campaign—we solved a fundamental business problem for Avast. By converting an intimidating technical concept into something accessible and relevant, we opened the Spanish market beyond the niche of technology experts. The campaign translated visibility into actual product adoption, creating the critical mass of users that Avast needed to make its operation in Spain profitable and scalable.

Nokia

Imma Folch — Mon, 09 Jan 2023 14:56:38 +0000

Maintaining leadership in a transforming telecommunications market

Nokia partnered with LF Channel to position itself as a leader in 5G, connectivity, automation and smart cities in a highly competitive market with limited resources in Spain. Leveraging our strategic expertise and knowledge of the media ecosystem, we transformed the brand’s presence: we opened access to the most influential experts, activated key opportunities during the Mobile World Congress and achieved national television visibility for local projects.

THE CHALLENGE

Nokia partnered with LF Channel to maintain its position as a relevant player in the Spanish telecommunications infrastructure market amid the 5G revolution. With competitors intensifying their public visibility and new players aggressively entering the sector, the company faced a real risk of losing market share in Spain at a decisive moment: when operators, governments, and large corporations were making multi-million euro investment decisions in 5G networks, automation, and smart cities.

The challenge was clear: without consistent presence in the conversations that mattered—those where strategic alliances were forged and trusted providers were defined—Nokia could be relegated behind more visible competitors, regardless of its technology quality. All this, with limited resources allocated to the Spanish market.

RESULTS

We designed a “selective high-impact presence” strategy to maximize the return on every euro invested in actions that make a difference. Rather than saturating the market with product news, we focused on positioning Nokia as the authoritative voice that business and government decision-makers would consult before making strategic decisions.

Three coordinated lines of action:

Phase 1

Exclusive and strategic access

Individual meetings with specialized journalists from key media outlets for the B2B sector and dissemination of high-quality opinion content.

Phase 2

Sector showcase dominance

Impact maximization at Mobile World Congress, the event where the year’s main telecommunications conversations close.

Phase 3

Connection with mass audiences

Presence on national television linking Nokia’s local projects with topics of citizen interest (digital transformation, virtual reality, sustainability).

RESULTS

Since 2017, Nokia has maintained its position among the most relevant providers in the Spanish telecommunications infrastructure market, protecting its market share during a period of intense competition and sector consolidation.

Year after year:

Hundreds of appearances in strategic Spanish media outlets
Sustained presence before a specialized audience and, at key moments, at mass level

The real value:

In a market where visibility translates directly into invitations to negotiation tables and provider selection processes, Nokia maintained its seat at the conversations that matter—protecting millions of euros in business potential.