Title | OPPOSING FLAVOURS |
Brand | AMSTEL BEER (HEINEKEN GROUP) |
Product/Service | AMSTEL BEER |
Category |
B14. Content-led Engagement & Marketing |
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
|
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
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.
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.
-Effect on people
o We carry an x5 ROI in PR.
o Content on Facebook has achieved more than 3 million views (trailer, video, and making of).
o Facebook publications have achieved a total reach of 44,470,490 impressions and have surpassed 40,000 reactions and 2,500 shares.
or 98% positive feeling in rrss
o The movie already has more than 1.1M of visualizations in Youtube. And if we add the trailer, more than 1.3M of visualizations
o We have reached more than 35M users in RRSS and more than 55M with online advertising (displays and VoD).
(IOPE) grows above the sector: "Focusing on young audiences (adults under 45 years of age), where advertising has fallen by -8% among the total beer brands, Amstel grows 5% "
- Commercial results
A. Sales (Sell Out)
o Cumulative in the year (YTD) Amstel grows in volume sales by + 4.5% (total Spain). + 5.4% in the east and + 12.9% in the north.
o In the month of April, Amstel grew + 2.3% in volume sales
or Amstel recorded a 13.7% increase in sales compared to the previous year,
B. Quota (Volume)
o Cumulative in the year (YTD) the brand grows in quota in its main regions: +0.3 pts in Levante and +0.4 pts in North
C. Penetration
o Amstel brand reaches 22.4 penetration points and grows in April + 13.5% vs. previous year
The Situation
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.
The Strategy
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.