Atresmedia has become part of the Spanish startup Wallapop, the company that buys and sells second-hand products between individuals through mobile phones. The communication group Atremedia takes a stake in the shareholding of Wallapop, together with Grupo Godó and Grupo Zeta, through a model known as average for equity.
In this way, the startup It now has an investment of 1,3 million euros in advertising space in the different media that make up these three large communication groups. The incorporation of Atremedia thus accelerates the launch of Wallapop's first advertising campaign nationwide.
The mobile application Wallapop is a Spanish initiative that allows users buy and sell products without intermediaries and organized by geolocation. Thanks to this, the users themselves are the ones in charge of managing their sales and purchases among themselves. The process is so simple and dynamic that there are more and more products, some really extraordinary. This application has a surprise factor, and that is that the object that you were looking for and that you have just found may be a few meters from where you are.
Following an agreement with Atresmedia, Godó and Grupo Zeta, Wallapop's advertising campaign will be broadcast on Antena3 and La Sexta Prime Time, and will be announced in their main newspapers and magazines: La Vanguardia, Mundo Deportivo, Sport, Salud & Vida, Cuore and Woman.
The "media for equity" model gives us access to a key asset for a startup like ours: visibility to the end user. The campaign that we started this week will allow us to increase our user base in a critical way, and will make it easier for Atresmedia and the rest of our investors to increase the profitability of their commitment to this new second-hand market through mobile phones.
Javier Nuche, CEO AtresMedia Diversification, states that this operation involves “Participate in a project that fits perfectly with our strategy as it is a business with great growth potential and the capacity to generate value. Our contribution aims to serve as an accelerator for a business that, in a short time, has proven to generate a lot of interest among the public ”.
Since its inception half a year ago, Wallapop has already provided more than 10 million a month in transactions among users, thanks to a catalog of more than 2 million products, generated by its more than 1 million users. In addition, in these months the starup has obtained 1,5 million euros of investment from reference investors, such as Caixa Capital Risc, the Bonsai venture capital fund, ESADE Ban and the network of business angels Antai, founded by Gerard Olive, Marta González and Miguel Vicente and Esade Ban, and also has the support of ENISA and the ICF (Institut Català de Finances).
Gerard Olive, co-founder of Wallapop and founder of BeRepublic, speaking about the value that this app offers to users, he declared
The possibility of finding something surprising or extraordinary is a powerful emotional driver of consumption and the main reason why users decide to spend their time searching for products. Something that you have been trying to find for a long time, something different, that “touch” that fits perfectly with your personality, some whim that you can allow yourself… The addiction to the search for that “I don't know what” perfect for each one is the central axis of the Wallapop's first campaign.
For the development of the campaign the people of Wallapop have counted the advertising agency Drop & Vase, which has wanted to enhance the surprise factor characteristic of the second-hand market, where users can find all kinds of products at very affordable prices.
Expression Walla! is the claim of the campaign. Walla! is a variant of the usual hala! that users exclaim when they find something surprising without expecting it. Thus, the campaign focuses on collector consumers, lovers of vintage and cool, to those who want to start new hobbies without spending too much money, to those addicted to brands at low prices, and to all those people who sell their valuables to buy other novelties.
In this respect, Agustín Gómez, CEO and co-founder of Wallapop. ensures: “You can't imagine what you can find in Wallapop. That is why we wanted to reflect this wonder capacity of our tool with the expression 'Walla', at the same time that we emphasized brand recall. But in addition to being part of our name, it is a fresh and urban expression, which perfectly reflects our character as a company, the essence and philosophy of Wallapop ”.