Title	OPPOSING FLAVOURS
Brand	AMSTEL BEER (HEINEKEN GROUP)
Product/Service	AMSTEL BEER
Category	D01. Use of Brand or Product Integration into a Programme or Platform
Entrant	PUBLIPS SERVICEPLAN Valencia, SPAIN
Idea Creation	PUBLIPS SERVICEPLAN Valencia, SPAIN
Media Placement	STARCOM Madrid, SPAIN
PR	PUBLIPS SERVICEPLAN Valencia, SPAIN
Production	PUBLIPS SERVICEPLAN Valencia, SPAIN

Name	Company	Position
Rafa Pomares	Serviceplan Spain	Creative Director
Rafa Pomares	Serviceplan Spain	Creative Director
Jorge Cervera	Serviceplan Spain	Art Director
Jorge Cervera	Serviceplan Spain	Art Director
David Cloquell	Serviceplan Spain	Producer
Ernest Huart	Serviceplan Spain	Post Production
Toni Masia	Serviceplan Spain	Account Director
Jaume Pastor	Serviceplan Spain	Account Executive
Isabel López	Serviceplan Spain	Digital Creative Director
Laura Llopis	Serviceplan Spain	Planner
Raquel Díaz	Serviceplan Spain	Planner

The Campaign

We created the movie "El Pelotari and La Fallera", a film that features two of the country's most prominent actors, Asier Etxeandia and Miriam Giovanelli. We looked for a film director who was able to combine emotion, beauty and risk, and we found it in Julio Medem. We wrote a roasted script in 3 times as the main product of the film and we built a double love story: two actors in a rehearsal room, and two gastronomically incompatible chefs who would cross a route between Bilbao and Valencia, the main markets of the brand.

Creative Execution

The director Julio Medem creates a road movie that takes place between the reality of the film, where our actors are themselves, and the fantasy of its history, that takes us to travel through Spain. Phase 1: Expectation The campaign began on television with autopromos. While in digital we premiered the poster of the film and showed the trailers. Phase 2. Premiere and Premiere We created a press junket in which we invited journalists to brief interviews with the actors and the director of the film. In social networks we invite to see the premier live in our Facebook. The premiere, with red carpet, saw more than 30 celebrities parade. Live connection with National News and simultaneous premiere in cinema, television and internet. Phase 3. Promotion After the premiere, we promoted at the point of sale with a collection of bottles whose labels counted the film through illustrations.

"El pelotari and La Fallera" became the first film of a brand that was trained in television and in cinema. 1.4 million people watched it on television. Only in a month Amstel grows in sales by 13, '7% In accumulated volume, the brand grows 5.5% in valencia and 13% in north, its stronghols. Penetration increases by 22 points. In digital, 55 million users are reached. In a notoriety the brand grows above the sector: Making a focus among the young public where the advertising memory has fallen by -8% among the total beer brands, Amstel manages to grow 5% And the number of PR multiplies by 5 the expected results.

We decided to approach our audience through the realization of a film, format that allowed us a different approach. The film allowed us to have hundreds of content for social networks and the possibility of innovating in formats. In addition, the diffusion of the idea was made just like the diffusion of a film. At the digital level, the dissemination strategy focused on getting the most connection with our target, and for that, we made a strategy of precision marketing through programmatic buying that focused on 4 clusters: cinema and series, beer, travel and gastronomy.

Insights, Strategy and the Idea

1- Working from the strongholds Our strongholds are Euskadi and Valencia. The director is Basque and the action of the film are developed in the two markets. 2- Gastronomy as stage. We use gastronomy as a frame of reference for our film. 3- Speak to a younger target who demands new ways to connect with them. The film allowed us to have hundreds of content for social networks and the possibility of innovating in formats. 4. Beyond product placement, we wanted to have a role in history. The product was going to be one more character, it did not have to disturb the spectator but to be part of the story, to unite and to motivate the understanding. 5. Spread the film as a movie premiere We decided to make the promotion of our film away from the codes of the category, following a scheme of communication own movie premieres.