| Title | THE FIRST DUAL TRAILER |
| Brand | AMSTEL BEER (HEINEKEN GROUP) |
| Product/Service | AMSTEL BEER |
| Category |
G01. Integrated Mobile Campaigns |
|
Entrant
|
PUBLIPS SERVICEPLAN Valencia, SPAIN
|
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Idea Creation
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PUBLIPS SERVICEPLAN Valencia, SPAIN
|
|
Media Placement
|
STARCOM Madrid, SPAIN
|
|
PR
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PUBLIPS SERVICEPLAN Valencia, SPAIN
|
|
Production
|
PUBLIPS SERVICEPLAN Valencia, SPAIN
|
Credits
| 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
In a world where technology is always present and makes our lives easier, we wanted to use it to attract the audience to our content in a simple and different way. Therefore, it was thought a digital piece, beyond the typical video-trailer, so that anyone could play with the story and via Word of mouth, users will seek the interactive experience. We take advantage of the fact that the film tells the same story that lives in two parallel universes to activate a technology (that of the gyroscope of the mobile device) that allows the trip between both of a simple and surprising. A novel way of presenting a film.
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 and the trailer had to transfer the sensation of this parallel trip.
Phase 1: The trailer story is recorded in two different ways. The same in two universes.
Phase 2: A mobile site is programmed to activate when the mobile is rotated 180º. With each turn, a different universe is shown and the story goes like a video, in parallel.
Phase 3: A massive campaign of coverage and generation of traffic is launched, through the contracting of masthead Youtube format for a whole day, with a gaming that simulates the experience in the mobile.
The day of the launch, 41 million impressions and 600,000 views are obtained.
During the first month 300% increase in mobile traffic to the brand and duration of sessions grow 200%.
1- Innovation to raise brand awareness.
Perform a different microsite to the existing between the competition, using an existing technology, in a different way.
2.- Understand the user's digital consumption habits.
Most users access the internet from the mobile, so we made content that was only accessible from this device.
3- Speak to a younger target who demands new ways to connect with them.
Display video content that allows user interaction.