CORONA PRESENTS #PARAISOSECRETO
| Title | CORONA PRESENTS #PARAISOSECRETO |
| Brand | AB-INBEV |
| Product/Service | CORONA |
| Category |
B05. Use of Technology |
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Entrant
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Idea Creation
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Idea Creation 2
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THE MILL London, UNITED KINGDOM
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PR
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ABMC New York, USA
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Production
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THE MILL London, UNITED KINGDOM
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Production 2
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SICARIO Mexico City, MEXICO
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Production 3
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COCOLAB Mexico City, MEXICO
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Credits
| Mark Bernath/Eric Quennoy |
Wieden+Kennedy Amsterdam |
Executive Creative Director |
| Wieden+Kennedy Alvaro Sotomayor/Geoffrey Lillemon/Anita Fontaine |
Wieden+Kennedy Amsterdam |
Creative Director |
| Joe Togneri/Lizzy Harris |
Wieden+Kennedy Amsterdam |
Head of Broadcast Production |
| Kelsie van Deman/Annatruus Bakker |
Wieden+Kennedy Amsterdam |
Interactive Production |
| Maria Correa |
Wieden+Kennedy Amsterdam |
Planner |
| Greg White |
Wieden+Kennedy Amsterdam |
Head of Digital Strategy and Comms Planning |
| Hillary Heath |
Wieden+Kennedy Amsterdam |
Communications Planner |
| Freddie Young/Jordan Sowunmi |
Wieden+Kennedy Amsterdam |
Digital Strategist |
| Kirk Johnsen/Courtney Trull/Franky Wardell/Thomas Missault |
Wieden+Kennedy Amsterdam |
Account Team |
| Janna Boesjes/Dylan Galletly |
Wieden+Kennedy Amsterdam |
Project Management |
| Kacey Kelley |
Wieden+Kennedy Amsterdam |
Business Affairs |
| Marc Winklhofer |
Wieden+Kennedy Amsterdam |
Creative Developer |
| Leeza Pritychenko |
Wieden+Kennedy Amsterdam |
Digital Art Director |
| Adam Parry /Adam Grint |
The Mill |
Creative Director |
| Jarrad Vladich |
The Mill |
Producer |
| Ed Thomas |
The Mill |
3D Tech Lead Artist |
| Roberto Costas Fernandez |
The Mill |
Lead Developer |
| Dan Moller |
The Mill |
3D Art Lead |
| Noel Drew/Martin Thelwell |
The Mill |
Creative Engineer |
| Eric Alba |
The Mill |
Event Producer |
| Mayari Machado |
Sicario |
Event Producer |
| Lilyana Zea |
Sicario |
Assistant Producer |
| Rodrigo Pérez |
Sicario |
Project Manager |
| Eileen Tuma |
Sicario |
PR Manager |
| Alejandro Machorro |
Cocolab |
Director |
| Carlos Velazquez |
Cocolab |
Business Development |
| Christian Mejía |
Cocolab |
Project Manager |
| Andrés Mejías |
Cocolab |
Project Producer |
| Felipe Linares |
Cocolab |
Chief Set Designer |
| Alejandro Araiza |
Cocolab |
Chief Operation Officer |
The Campaign
Combining theatrics, VR technology and interactive set design, Corona simulated a journey to Paradise through a jungle setting, awakening the senses and bringing the feeling of being completely immersed in nature. To heighten the realism, sand, heat, wind and even scents, allowed visitors to feel real-world elements as they travelled along a virtual path through the jungle to the beach. The mixed reality experience seamlessly combined the digital and physical world, effectively triggering the brain to truly ignite the feeling of being in Paradise.
Campaign Success
The event was held at the Gral Prima in Mexico City, over the course of 2 weekends in August.
The experience takes place across three acts in the iconic two story building. It begins with a concierge telling you to follow the hummingbird to discover a secret paradise, inviting you to enter an urban bar. The second begins when another actress picks you apart from the crowd to hand you a hummingbird coin, giving to access through a doorway disguised as a Corona branded vending machine where you encounter a virtual paradise. In the third act, the VR experience has ended but you are still immersed in nature, enjoying an eternal sunset and Coronas in an oasis in the urban jungle. Seven tons of sand, live plants and boulders heightened the realism of the experience and transformed one of the busiest streets of Mexico City into a Paradise.
Describe the success of the promotion with both client and consumer including some quantifiable results
Paraiso Secreto quickly became a trending topic for 7 hours on opening day – and was sold out for the two weeks that followed. In Mexico alone, the event garnered 60 Million organic impressions thanks to press coverage from key publications like Huffington Post, Caras and CltraClctva. Globally, the event garnered 170 Million earned media impressions, including coverage from the Daily Mail.
Explain why the method of promotion was most relevant to the product or service
Corona is a brand that champions the outdoors and believes that people need to rethink their everyday routines and spend more time in nature. To reach people who live their lives surrounded by concrete and glued to screens, we turned to technology – the very thing that keeps us indoors – to inspire people to get outside more often. For two weeks in Mexico City, our experience immersed city-dwellers in Paradise and delivered Corona’s brand purpose in a meaningful, innovative way, leaving them with the desire to go outdoors.
Corona believes outside is where our best side shines through, but spending time outdoors isn’t as easy as it should be, especially when you live in a landlocked urban jungle. Today, people are spending over 90% of our lives indoors – a figure that’s only getting worse. To inspire people to go out and experience nature more often, Corona wanted to remind the 20 million inhabitants of Mexico City who live surrounded by concrete what it feels like to be in nature. So we brought a secret paradise to the heart of one of the most hectic, overpopulated cities in the world.