We reject the defeatist idea of “well, that’s the way it’s always been”. A reality in which consumers almost never have the real power to decide, or indeed to make a change. Even if there are situations that cause unease and concern… like that bill arriving tomorrow.
At Visalia, we understand the concerns of our customers and homes across our country and we want to make a difference. We believe that life is too short to waste time worrying.. Our commitment is to offer you the transparency and understanding you deserve, so that you can live with peace of mind, leaving your worries to us. That’s why in 2024 we launched our ‘Visalia is not normal, it’s better’ campaign.
A normal job, normal working hours, a normal day, a normal life… Normal is what is common, the ordinary, what everybody does. But if you do what everyone else does, you don’t stand out. You will just be like all the rest: normal. You don’t differentiate yourself, you don’t stand out, you don’t shine and you don’t attract attention. If you aren’t different, you’re indifferent. What is normal often goes unnoticed.
Having a product like our Flat Tariff (which will be called ‘Fixed Fee Pack’ in 2025) is quite fortunate, as it is not something that is commonly found. No one has ever combined electricity, gas, fibre and mobile phones before. No one had proposed to their customers that all expenses could be on a single bill. No one had suggested that you pay the same amount every month. No scares, no shocks, no surprises. No worries. Our Fixed Fee Pack (formerly Flat Tariff) is a product designed “from the customer for the customer”. It offers certainty because the customer personalises their Fixed Fee Pack based on their household needs: they know that they will pay the same instalment every month and can save from €400/year with Visalia.
That is why our position is:
Visalia isn’t normal; it’s better
Visalia is a city in California with a population of 142,000. It’s one of the places Route 66 passes through, has the high school where Kevin Costner went to school in, and its large redwood park is home to General Sherman, the largest single-trunk tree in the world.
A city with the same name as us… where we went to do something unusual… something remarkable, different and never done before: an outdoor advertising campaign 9,500 km away from its target audience.
A different action to raise awareness of our brand and make it memorable and that, definitely, whichever way you look at it, is not normal.
What does the campaign seek to achieve?
The creative campaign aims to highlight the uniqueness of the Fixed Fee Pack, which combines electricity, gas, fibre and mobile phones. The creative rationale behind the ‘It’s not normal, it’s better’ spot is to highlight the uniqueness of a new product and celebrate the arrival of a pioneering energy and telecommunications service in the market.
What is it?
The main piece of the digital campaign is a documentary entitled ‘Visalia in Visalia’, which includes real testimonies of Visalia citizens and their reactions to the launch of this “flat tariff” for Spain in their city. The piece shows the company’s deployment in the Californian city, which included everything from advertisements in the local newspaper, to billboards and interviews with local authorities.
It’s not a campaign, it’s better
It’s not normal, it’s better’ is completed with three other audiovisual pieces: a spot with different lengths (20 and 30 seconds and one minute) and starring a Californian sheriff who, in “perfect Spanish”, highlights the uniqueness of the Fixed Fee Pack.