Vueling, the low-cost airline based in Viladecans in Greater Barcelona, has launched a summer campaign built with Gemini, Google's artificial intelligence platform, that lets travellers turn images, destinations or ideas from their trips into personalised fridge magnets. The campaign was developed by Ogilvy Barcelona, which announced it on 27 July, and was also reported by Marketing Directo and MarketingNews.
Team beach or team city
The idea starts from one of the most familiar holiday decisions: are you team beach or team city? Around that question, Vueling built a collection of original magnets inspired by the small rituals of a summer trip. Team beach gets lines such as "that cannonball jump" or "one scoop of ice cream or two", while team city gets "trying every restaurant possible" or "you'll soak up culture" (translated from Spanish).
Where Gemini comes in
The collaboration with Gemini takes the idea into personalisation. Users can start from any image, destination or concept and generate their own magnet, keeping the visual style of the campaign. The experience is available through a QR code on Vueling's planes and through a link open to the public on social media.
From the metro to connected TV
Outside the app, the campaign runs as outdoor advertising in Barcelona, Bilbao and Seville, with large banners, digital out-of-home screens and fully wrapped buses, plus a special action in the Barcelona metro. A 20-second video, in Spanish and French, uses a fridge covered in magnets as the thread to show different ways of spending the summer.
The campaign is also adapted for web banners, Meta, WeTransfer and connected TV on Movistar Plus+, where viewers can vote on whether they are team beach or team city. It runs in Spain and France, with a media plan adapted to each format and touchpoint.
