Pulling the Orange Thread: we reveal the secret and launch our big giveaway for businesses
Heading up Carretera de Ronda, the back of a city bus urges us to ‘pull the thread’ and ‘not lose the thread’, while an orange thread, with no beginning and no end, stitches its way around Almería’s Alcazaba. The same thread that, as we see on an intriguing Instagram profile, runs through and connects the whole city via its most iconic spots. What’s it trying to tell us? Who’s it aimed at? Who’s pulling the strings? Where is it heading?
Now we can answer those questions: Conecta Digital was behind the mystery.
This summer, instead of launching a traditional campaign about our services, we decided to put our own ability to generate attention, anticipation and conversion to the test.
How did we do it?
We went for a teaser, omnichannel strategy. We wanted to reach a broad audience, so we combined mobile advertising (a city bus reinforces the message thanks to its large size, repeated route and lower cost than other media such as TV) with a digital channel: the mysterious Instagram profile @hilonaranja
And why a thread?
From the start, our aim was to connect with the experience of people who saw the ad without knowing what it was.
Because at Conecta Digital we see marketing as a connection. The orange thread represents the strategic path that links brands with people, the creativity that weaves sales together and the precision of a plan that’s «well stitched and tightly tied».
From mystery to action: pull the thread of your brand
We didn’t want the end of the Orange Thread to simply reveal our name. We wanted it to be the start of the story for a business in Almería.
The real goal of this campaign was to find a local brand ready to build lasting connections with its audience. We’re giving away a bespoke, all-round marketing strategy: no templates, no random stitches and no loose ends.
That’s why we’ve turned the anticipation into a real opportunity, launching a big giveaway designed to boost our city’s business community.
The prize up for grabs includes a complete package of our digital marketing services:
✨ Logo design or redesign
✨ Basic brand guidelines with mock-ups
✨ Visual proposal for social media
✨ Meta Ads campaign proposal with suggested targeting
The final hours to pull the thread
The mystery has been solved, but the campaign isn’t over yet. On 15 September we’ll reveal the winning brand. There’s still time to pull the thread of your brand!
If you have a business in Almería and want Conecta’s Orange Thread to start weaving your idea, this is your last chance to enter.
Don’t lose the thread of your brand!!
