STRATEGY

Wallapop needed to get back into the conversation. And if there’s one place where Spain comments on absolutely everything, it’s La Isla de las Tentaciones.

The problem: showing up wasn’t enough. We had to do it in a way that fit not only the brand’s lore, but also its values.

So we looked for a crack… and we found it.

IDEA

On La Isla de las Tentaciones, everyone talks about starting over… and that’s a golden opportunity to position Wallapop as the real tool to make it happen.

We turned Almudena—one of the most talked-about contestants—into the face of our Valentine’s campaign. How? By selling—well, actually raffling off—everything that reminded her of her ex on Wallapop. Literally.

What looked like a simple, everyday Wallapop dynamic actually carried a much stronger message. One about rebuilding yourself after closing a chapter.