We developed the creative strategy and end-to-end production for the national promotion campaign of the Digital Kit in Spain for the Chamber of Commerce and Red.es. An institutional project conceived to put a face on digitalisation, showcasing through real stories how small and medium-sized enterprises have transformed their business thanks to the programme.

The Chamber of Commerce and Red.es entrusted MIG Prisma, in collaboration with NF Media as the media agency, with the creative strategy and full production of the Digital Kit promotion campaign in Spain, following the award of the corresponding public tender, for both 2025 and 2026.

The challenge was to communicate a highly significant programme for the modernisation of the Spanish business fabric from a clear, accessible, and credible perspective. It wasn't just about explaining public aid, but about demonstrating its real impact on the self-employed, small businesses, and medium-sized enterprises that needed to advance in their digitalisation process.

To this end, we developed a campaign focused on real stories from companies that benefited from the Digital Kit, selecting cases capable of tangibly demonstrating how the incorporation of digital solutions can improve business management, visibility, competitiveness, customer relationships and growth capacity. The creative strategy stemmed from an essential idea: to put a face to digitalisation. In contrast to purely informative or administrative communication, we built a narrative based on concrete people, companies and transformations. Stories that brought the programme closer to the business fabric through identification, utility and trust.

The work involved campaign conceptualisation, the selection and narrative treatment of cases, scriptwriting, audiovisual production, creative direction, the production of editorial content, adaptations for radio and display, and the coordination of all materials necessary for its multichannel dissemination. The campaign was structured around 6 audiovisual stories, sponsored content in digital newspapers, 1-minute radio micro-features, 20-second adverts, and display pieces, building a communication ecosystem aimed at combining awareness, education, reach, and credibility.

The entire process was coordinated by MIG Prisma's integrated creative, art, content, audiovisual production, and communication teams, working in close collaboration with the responsible bodies, NF Media, and the companies at the heart of each story.

Beyond an institutional promotion campaign, the project made it possible to translate a public digitalisation policy into an understandable, human, and results-oriented narrative. A campaign capable of showing that digital transformation is not a technological abstraction, but a concrete lever for improving the competitiveness of thousands of businesses in Spain.