Corona Beer: "LANTERNS" Promo / PR Ad by JWT

Category: Best Use of Online Advertising
Advertiser: GMODELO
Product/Service: CORONA BEER
Agency: JWT
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: JWT , Madrid, SPAIN
Entry URL: http://www.coronaextra.eu/experiencetheextraordinary/
Managing Creative Director: Migual Bemfica (JWT Delvico)
Creative Director: Juan García-Escudero (JWT Delvico)
Creative Director: Jaime Chávarri (JWT Delvico)
Interactive Creative Director: Curro Rubira (JWT Delvico)
Technical Director: José Vivar (JWT Delvico)
Flash Developer: David Bautista (JWT Delvico)
Art Director: Javier Cañadas (JWT Delvico)
Copywriter: Ruben Caldera (JWT Delvico)
Account Manager: Marina Saroka (JWT Delvico)
Account Supervisor: Anja Hoehne (JWT Delvico)
Account Executive: Ainhoa Francisco (JWT Delvico)
Media placement: INTERNET - Http://www.coronaextra.eu/experiencetheextraordinary/ - 12/12/2009

Results and Effectiveness
Thousands of wishes and website visits from over 50 countries. 90% of the visits to www.coronaextra.eu came from the Loi Krathong microsite. 1873% traffic increase within 3 weeks More than 60,000 page views 1. 85% bounce rate

Creative Execution
Corona is a beer which represents all those moments in which you escape your daily routine. The new positioning Experience the Extraordinary reflects the brand’s optimism and its passion for bringing people together across the world at those special moments. The objective for online consisted in creating a concept that allowed users to create their own unique experiences. To get the user to participate actively in an extraordinary moment: “the first virtual Loi Krathong”, created by Corona. Users launched thousands of lanterns into the virtual sky to wish for good luck for New Year. On 31st of December 2009, these wishes invaded the most important websites of the country.

Insights, Strategy & the Idea
Under the “Experience the Extraordinary” concept, Corona positions itself alongside unique, distinctive experiences. The first virtual Loi Krathong was created to celebrate the arrival of 2010. Just as in this legendary Thai festival, hundreds of lanterns with good wishes are released into the night sky, on the web, users could also write down their wishes for the New Year. This initiative grew beyond recognition: wishes could be written for others as well as for oneself. These will be launched into cyberspace every full moon.