| Title | INSULTED FIREFIGHTERS |
| Brand | HEINEKEN ESPAÑA |
| Product/Service | BEER |
| Category |
B01. Fast Moving Consumer Goods |
|
Entrant Company
|
PUBLIP'S Valencia, SPAIN
|
|
Advertising Agency
|
PUBLIP'S Valencia, SPAIN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Madrid, SPAIN
|
|
Production Company
|
VESSMEDIA Valencia, SPAIN
|
Credits
| Luis Piquer |
Publip's S.a. |
Director |
| Toni Masia |
Publip's S.a. |
Account Director |
| Rafael Pomares |
Publip's S.a. |
Creative Director |
| Jorge Cervera |
Publip's S.a. |
Art Director |
| David Cloquell |
Publip's S.a. |
Agency Producer |
| Victor Suñer |
Vessmedia |
Associate Producer |
| Ernest Huart |
Publip's S.a. |
Producer |
| Dolors Serra |
Publip's S.a. |
Photographer |
| Laura Llopis |
Publip's S.a. |
Planning Director |
| María García |
Publip's S.a. |
Pr Manager |
| Gemma Batalla |
Publip's S.a. |
Account Supervisor |
The Campaign
On the night of June 24, when the Spanish city of Alicante starts burning the bonfires to end their festivities, this marks the start of the Banyà: the moment when everyone is overwhelmed by the suffocating heat of the bonfires, and they beg the firefighters to refresh them with their hoses.
However, over the years, these requests have become provocative and aggravating insults, insults that firefighters have been reporting for years.
After 4 decades of tradition, how could a beer brand be able to transform those insults into a tribute of appreciation? Yes, this year, we were going to sing something nice to them.
The Brief
The aim was to profit the celebration of the Festivity, to consolidate the positioning of Amstel as the beer of Alicante . A beer brand that understands, helps and provides things to the city.
Execution
Through a video on social networks, we called and invited the people of Alicante to participate in the music video of the song that was going to replace the insults. At the same time, we disseminated the call through outdoor advertising, radio and a mailing to media and bloggers, in which we asked them to join this tribute.
Meanwhile, we were busy preparing the song that would be filmed. And on June 12, we launched it. Within hours, the music video set the internet on fire, and people were sharing the song on all the social networks.
But the best was yet to come. On the night of the 24th, the people of Alicante made the tribute a reality, by singing to their firefighters during the banyà. The tribute spread to every street in the city, But if we must highlight anything, it would be the firefighters' smiles.
• The hashtag #alosbomberosdelabanya reached a total of 2,628,752 unique users on Twitter , social network in which Amstel followers had an increase of 18%.
• The video call, the clip and live tribute achieved a total of 554,657 views .
• The news media had 603 impacts , achieving a return of € 2,371,101 .
• The awareness of the brand has grown from 25 to 49 % , with an increase of 12 points in the top of mind and 11 points in a regular consumer .
The Strategy
We investigate every detail of the celebration of this festivity, we found an event really different from any other festivity: the banyà. When the monuments are burned the night of June 24, burdened by the suffocating heat of the fire and the brand new summer, the young people causing firefighters to refresh him with their hoses . Shouting and unfortunately, also insulting. But this year, we were going to try to change these insults by something nice .