PAMPERO RUM: WORLD'S 1ST EPHEMERAL MUSEUM

Credits:

Title: WORLD'S 1ST EPHEMERAL MUSEUM
Advertiser/Client: DIAGEO PORTUGAL
Product/Service: PAMPERO RUM
Entrant Company: LEO BURNETT LISBOA, PORTUGAL
Sales Promotion/Advertising Agency: LEO BURNETT LISBOA, PORTUGAL
2nd Sales Promotion/Advertising Agency: ARC WORLDWIDE LISBOA Lisbon, PORTUGAL
Creative Credits
Name Company Position
Chacho Puebla Leo Burnett Lisboa Creative Director
Juan Christmann Leo Burnett Lisboa Copywriter
Ricardo Toledo Leo Burnett Lisboa Art Director
Cristina Almeida Leo Burnett Lisboa Production Director
António Junior Leo Burnett Lisboa Graphic Producer
António Franca Leo Burnett Lisboa Graphic Producer
Inês Almeida Leo Burnett Lisboa Account Director
Francisco Silva Leo Burnett Lisboa Account Executive
Federico Bosch Arc Worldwide Lisboa Digital Producer
Tura Leo Burnett Lisboa Creative Advisor
Monica Rocha Arc Worldwide Lisboa Digital Producer
Hugo Lage Leo Burnett Lisboa Av Producer
Details
Describe the brief from the client:
We had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. We needed to make Pampero cool. For this purpose, we focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and what’s not. So, if they say Pampero is cool, everybody will follow them. Thejob is done. Traditional advertising just doesn´t get to these people, art does.
Describe how the promotion developed from concept to implementation:
Using Pampero Fundación, a foundation that supports alternative artists, we’ve created the world´s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro
Alto.
Describe the success of the promotion with both client and consumer including some quantifiable results:
With an annual budget of only €30.000 we generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, We doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly we had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK.
Explain why the method of promotion was most relevant to the product or service:The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.