Resounding succes of the first website eclipse in history
On Thursday 26 April, on the occasion of the World Industrial and Intellectual Property Day, more than 140 firms and institutions supported the ‘First website eclipse in history’. This action formed part of the campaign entitled ‘Mark your future’ being carried out by the Spanish Patents and Trademark Office (OEPM) and the Spanish National Association for the Defence of Trademark (ANDEMA) to make consumers aware of the importance of trademarks.
The eclipse could be seen from 9 a.m. until 8 p.m., when the websites of more than 140 firms from different sectors and public and private institutions presented a common front with a single message to consumers – the importance of trademarks for our business fabric in the economy, employment and society.
The home page of all these websites was concealed by a screen showing a solar eclipse orbited by the associated brands. This screen redirected browsers to www.marcastufuturo.com in which the solar eclipse was surrounded by planets, each with an essential message about what lies behind the trademarks. These gradually aligned around the sun to ‘de-eclipse’ that world without trademarks.
Single message
What the firms were aiming to transmit was what trademarks contribute to society: thousands of jobs, revenue for the Public Treasury, improved balance of payments through exports, investments in R&D+I and, above all, healthy and safe consumption of which consumers are not always aware.
For the first time, a single campaign brought together the different agents that play a key role in the world of Industry Property: brand owners, public and private institutions, sector associations, law firms and Industrial Property agencies. All this helped to boost the great impact the initiative had on the mass media and social networks.
The campaign website www.marcastufuturo.com received about 100 hits per minute, 85% from Spain and the rest from Great Britain, France, Australia, Canada, the US, India, Colombia, Peru, Argentina, Brazil and Russia. Media such as El País, La Verdad, ABC, Antena 3, Telecinco, Canal 9, Cope Radio, Intereconomía, TV Castilla y León and newspapers Expansión, 5 Días, 20 Minutos, Economía Digital, La Razón, El Economista, Qué!, Terra Noticias, Stilo and Yahoo Noticias covered the news, and hundreds of references were made in social networks and blogs.
The campaign can still be accessed at www.marcastufuturo.com, and a reminder in the form of a logotype appears on the websites of the firms, associations and institutions that supported it.
