Title	THE BILLBOARD THAT TOOK A BREAK
Brand	CORONA
Product/Service	CORONA EXTRA
Category	B03. Use of Print / Outdoor
Entrant	SERVICEPLAN Brussels, BELGIUM
Idea Creation	SERVICEPLAN Brussels, BELGIUM
Media Placement	ISOBAR Brussels, BELGIUM
Media Placement 2	VIZEUM Brussels, BELGIUM
Media Placement 3	URBAN MEDIA Brussels, BELGIUM

Name	Company	Position
Dimitrios Lemonias	Serviceplan	Strategic Planner and English Copywriter
Quentin Watelet	Serviceplan	Creative Director
Marc Thomasset	Serviceplan	Senior Art Director
Nathalie Strybos	Serviceplan	Senior Copywriter
Benoit Vancauwenberghe	Serviceplan	Strategic Director
Katherine Annoye	Serviceplan	Account Director
Jason Romeyko	Serviceplan	Executive Creative Director
Jordan Rubens	Serviceplan	Motion Designer
Sergio Menendez	Serviceplan	Graphic Designer
Benjamin Gaspart	Serviceplan	Graphic Designer

Why is this work relevant for Media?

This work is relevant for media and specifically in the outdoor category because it took a traditional medium we are all too familiar with, and flipped it on its head. The Boulevard General Jacques in the city of Brussels is one where the majority of commuters pass by daily to go to work by foot, public transports, bicycle, or by car. The idea transformed a usual 36m² placement into a more than unusual billboard with props, where people could actively take part in the experience rather than just looking at it passively.

Background

The client asked us to bring to life “This is Living”, which is Corona's baseline, by helping people disconnect and reconnect with their essential nature while being in the outdoors by creating something epic. Corona came to us without any specific KPIs other than the fact that they wanted us to create something unexpected.

Describe the creative idea / insights (30% of vote)

We created a space amongst the Brussels urban jungle to disconnect from the day-to-day stress. At 5 pm in the afternoon, when people started leaving work, a 36m² Corona billboard in one of the busiest streets of Brussels took a break, inviting people to do the same. The billboard tilted from a vertical to a horizontal position revealing a pop-up “Paradise” bar on which people could stand and enjoy a few Coronas. In the middle of the Belgian urban jungle, this horizontal Billboard Bar was the perfect invitation to unwind after a long stressful day. The main insight is that Belgian's needed a break since they live in a country where it rains more than 200 days a year, where 31% of its population feels depressed due to a lack of sunlight, and where a third of work-related days off are due to stress.

Describe the strategy (20% of vote)

As opposed to other beer brands in the Belgian market, Corona did not really have a consumption moment associated with it, such as football matches, pre-partying, or enjoyed over a gastronomical meal. Since Corona wants to help its consumers break out from their stressful routine and invite them to spend more time outdoors, we decided to appropriate ourselves the after work moment. Instead of spending all year waiting for those long holidays booked in advance, we wanted to turn the after work into the holiday of the day. Corona, therefore, becomes the daily holiday that helps you break out from your routine.

Describe the execution (20% of vote)

First, our team set out to transform a 36m² billboard where a large proportion of Brussels commuters pass by into a Corona safe haven to unwind. The billboard ran for a week. For its first six days, passersby could see a normal vertical billboard with not so usual props on it like palm trees, a DJ booth, and hammocks. The copy on the billboard invited people to come in front of it in on a specific time and date, urging the people of Brussels to take a break. On the 7th day of the billboard’s lifespan, at precisely 5pm, the mechanised billboard tilted to a horizontal position with promo boys and girls appearing and inviting people to come and unwind on the billboard and enjoy a few Coronas. Famous DJ Kid Noize played a set during the event.

List the results (30% of vote)

The 3 hour Facebook Live transmission of the event had a total view count of 497,000 views Beyond the 10 influencers that were invited to the event, 200 spontaneous guests showed up during the 3 hours that the activation ran 500,000 passersby reached during the week that the billboard ran. (Source: ClearChannel Urban Media) We reached a total of €40K in earned media (Sources: Vice, Elle Magazine, local TV, national radio)