Title	MASCLETÀ FOR UNESCO
Brand	HEINEKEN SPAIN
Product/Service	AMSTEL
Category	A01. Fast Moving Consumer Goods
Entrant	PUBLIPS SERVICEPLAN Valencia, SPAIN
Idea Creation	PUBLIPS SERVICEPLAN Valencia, SPAIN
PR	PUBLIPS SERVICEPLAN Valencia, SPAIN
Production	PUBLIPS SERVICEPLAN Valencia, SPAIN

Name	Company	Position
Rafa Pomares & Jorge Cervera	Serviceplan Spain	Executive Creative Directors

The Campaign

"That UNESCO hears" In November this year, Unesco will take an important decision: accept or reject the candidacy of one of the most important festivals in Spain, Valencia Fallas, a World Heritage Site. In such circumstances, the Valencian beer par excellence, wanted to get a question: Can we do anything? We send a letter to Unesco explaining all the reasons that made Fallas deserving of this recognition. We also make a video full of pictures of the party to convince them. But in the end we decided to do something that Valencians are given great: NOISE Thus was born ... A Mascletà for Unesco, something like over 100,000 huge firecrackers exploding simultaneously for 8 minutes composing one of the most exciting rumblings that play on the planet.

Campaign Success

Phase 1: Call the event The project began thousands of citizens asked why the Fallas deserved World Heritage through RRSS. With all the reasons given by people envolveríamos every firecracker, later to make them explode. To speak as best we know how: with gunpowder. Phase 2: Mascletà for UNESCO The mascletà drew more than 80,000 people witnessed the Macletà for UNESCO. A mascletà with longer than usual and that was one of the best ever in the opinion of the experts. Within minutes, #HagamosRuido national trending topic was organically. Phase 3: We opened the "Soroll Store Amstel" In the center of Valencia we opened our particular pop up store we call "Soroll Store Amstel" ( "shop noise" in Valencian), in this store people could give their support by his signature in a signature book and collect merchan support the cause (banners, plates, tarpaulins for balconies and bracelets support).

Describe the success of the promotion with both client and consumer including some quantifiable results

80.000 people 100.000 firecrackers with reasons National Trending Topics #Hagamosruido (#Makenoise) 29M Impacts on SOCIAL MEDIA Earn Diffusion: More than 400 media

Explain why the method of promotion was most relevant to the product or service

Latest years, a strategy has worked Amstel pride at regional level has resulted in being with Valencia in their leisure time, supporting them and raising them to a higher category, while respecting their essence.

"This was not a communication campaign brand more and did not hesitate to support the city" - Use our entire marketing budget to give visibility to the nomination. Any action had to serve so that people found out we were in for heritage. Since the product packaging to delivery trucks. - Capitalize a movement in favor of creating an event that covered national television candidacy. - Involve feel Valencians to participate in the nomination and help us amplify the message. - Innovating in communication formats for parties to be perceived as something modern.