Omar Montes is the protagonist of the AliExpress campaign for Black Friday this year 2021. The artist interprets the song Escanea to explain the scanning functionality of the AliExpress app. The Spanish singer most listened to on digital platforms reminds us with this collaboration that the time of greatest consumption and greatest offers of the year is approaching. The AliExpress giant communicated on November 19 through a tweet the following post:
“We didn’t want to be annoying explaining how our app works, so we asked Omar Montes to do it for us, who has more art.” “This Black Friday scan what you want and save with the Illuminati App, scan what you see.”
The campaign will be broadcast on digital channels from November 22 to 29 and will end with a concert by Omar Montes. The date of said concert as well as the location of the stage will be announced shortly on social networks. What we do know in Somos Sinapsis is that the concert will take place on the street, it will be free and a large audience is expected.
The ‘Black Friday – Escaneo’ campaign has been developed by the PS21 agency. AliExpress selected PS21 to manage its digital ecosystem in Spain last May after winning the contest in which it beat out two other agencies. The creative company, led by Agustín Vivancos, will execute the digital communication of the brand and the monitoring of social media data on Instagram, TikTok, Twitter, Facebook and YouTube.
Escanea, new AliExpress feature
Using the Scan function, users can scan the product that interests them when visiting any physical or online establishment. Automatically, through a tool, the application will send us price comparisons between the options available on the platform. The main idea is to allow consumers to make smarter purchases. AliExpress has assured that the new functionality to scan images will be the definitive tool to compare prices and take advantage of the best offers within the platform.
By promoting the use of the Scan tool, AliExpress aims to allow customers to compare product, brand and price options on its platform. These products can be found in any type of establishment, both physical and digital.
Imagine a tablet that you have seen in a store, some shoes that someone is wearing on the street or articles that you have looked at in a magazine. Any type of genre can be scanned with the front camera of our mobile device. The application will recognize the product and offer the options that the platform has available for the client to finish deciding. As reported by AliExpress in a statement:
“The goal is to ensure that all savings fans can access the best discounts and make smart purchases during AliExpress Black Friday. In this, discounts will be offered on thousands of products from the more than thirty categories of the platform. Both by Spanish or international sellers, as well as articles from recognized brands. This year, the campaign begins with discounts from November 22, in preparation for the Black Friday offers on the online platform. The real campaign will start from the 25th and will run until the 29th of November. For their part, the physical stores of the AliExpress Plaza brand will have special Black Friday discounts»
Omar Montes, a safe bet for the AliExpress campaign
The singer from the humble Madrid neighborhood San Bendito was the most listened to Spanish artist during the past year 2020 on Spotify. Knowing this, it is easy to understand why Omar Montes is a safe bet for AliExpress and its new campaign. The company and the singer, together with the PS21 agency, have developed a song composed to announce the Black Friday 2021 sales on AliExpress.
The trap theme has Omar’s own and characteristic slang, in his lyrics he tells how to get products at the best price during this week. With a super catchy and danceable chorus, he invites everyone listening to use the Scan feature. Because as it says on this Black Friday “you are the King”. The campaign spot really maintains a fun and somewhat surreal tone to the song.
The song is of course accompanied by a video clip, in it you can see the singer with a very clear urban style. The artist appears singing in a store window when a mobile phone is scanned with the AliExpress application. As he mentions in the lyrics of the song, he even buys a pony with whom he appears sitting on a throne. The video also shows different characters who are scanning images of different products to make a price comparison and buy them at a discount on AliExpress.
The piece has been shot, according to the agency, in a villa decorated with kitsch aesthetics and located on Madrid’s Avenida de Herrera Oria.
Haven’t you seen Omar Montes’ video clip for AliExpress and his brutal marketing campaign? Do not worry here we leave the link for you to take a look and judge for yourself, to see what you think.