Corona Case study SAVE THE BEACH HOTEL by J. Walter Thompson Madrid, JWTConnect / JWT Bangkok

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SAVE THE BEACH HOTEL

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Industry Beers and Ciders
Media Case study
Market Spain
Agency J. Walter Thompson Madrid
Agency JWTConnect / JWT Bangkok
Creative Director Curro Rubira, Juan Garcia Escudero, Miguel Bemfica, Jaime Chávarri
Art Director Juan Garcia Escudero
Copywriter Ruben Caldera, Jaime Chávarri
Released January 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: GMODELO EUROPA SAU
Product/Service: CORONA BEER
Agency: JWT
Date of First Appearance: Jun 3 2010
MANAGING CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)
CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)
CREATIVE DIRECTOR: JUAN GARCIA-ESCUDERO (JWT)
CREATIVE DIRECTOR: JAIME CHAVARRI (JWT)
CREATIVE GENERAL MANAGER: FERNANDO GODOY (EL SEÑOR GOLDWIND)
PR DIRECTOR: ROSA PIQUERAS (EL SELÑOR GOLDWIND)
CREATIVE DIRECTOR: CURRO RUBIRA (JWT)
COPYWRITER: JAIME CHAVARRI (JWT)
ART DIRECTOR: JUAN GARCIA-ESCUDERO (JWT)
ART DIRECTOR: PEPE TORRADO (JWT)
ART DIRECTOR: ALEX CANADAS (JWT)
COPYWRITER: RUBEN CALDERA (JWT)
COPYWRITER: MYRIAN GONZALEZ (JWT)
PROGRAMMER: DAVID BAUTISTA (JWT)
TECHNICAL DIRECTOR: JOSE VIVAR (JWT)
MANAGER SUBDIRECTOR: FERNANDO MARTINEZ-CORBALAN (JWT)
ACCOUNT MANAGER: MARINA SAROKA (JWT)
ACCOUNT MANAGER: ANJA HOENHE (JWT)
Media placement: Press Releases And Assistance To The Journalist - BBC WORLD NEWS - 3rd June 2010
Media placement: Press Releases And Assistance To The Journalist - CORRIERE DELLA SERA - ITALY - 3rd June 2010
Media placement: Press Releases And Assistance To The Journalist - THE TIMES - UK - 3rd June 2010
Media placement: Press Releases And Assistance To The Journalist - TVE 1 - SPAIN - 3rd June 2010
Media placement: Press Releases And Assistance To The Journalist - FRANCE 2 TV - 19th January 2011
Media placement: Press Releases And Assistance To The Journalist - FOX NEWS CHANNEL - USA - 19th January 2011
Media placement: Press Releases And Assistance To The Journalist - TELEVISA TV - MÉXICO - 19th January 2011
Media placement: Press Releases And Assistance To The Journalist - HUNANE TV - CHINA - 19th January 2011
Media placement: Press Releases And Assistance To The Journalist - DAILY TELEGRAPH - AUSTRALIA - 19th January 2011
Media placement: Press Releases And Assistance To The Journalist - NATIONAL GEOGRAPHIC TRAVELER - RUSIA - 19th January 2011

Describe the campaign/entry
Corona Extra is a brand that owes too much to the beach; it was born in the Mexican coast and decided it was time to give something back.
According to the United Nations, European beaches receive up to four tons of waste per sq kilometer each year and 80% comes from domestic life disposals. Corona 'Save The Beach', a pioneer Corporate Responsibility platform wants to stop this trend by raising awareness within the European community.
Our work has been led by the most shocking action: the construction of the world’s first garbage hotel. The hotel, with 5 double rooms, was made with close to 12 tons of inorganic waste collected from several European Beaches. It was designed by HA Shult, the most famous environmental artist in the world.

Describe how the campaign/entry was launched across each channel in the order of implementation
The hotel was first put up in June 2010 in Rome during the week of the World Environmental Day and then placed in the heart of Madrid, in January 2011, coinciding with Fitur, the most visited international tourist trade fair, in order to show what could happen in a near future if we don´t take care of our beaches now.
We designed both an off line and on line platform. The off line was used to generate awareness towards this big problem; our beaches' constant degradation. The online strategy was focused on getting people feedback and response in order to use our economic resources to best help European beaches and to virally spread the beach preservation message. This allowed us to create a massive volume of visits to our website and therefore we started a fluent dialog with the consumers. 50 among those citizens became our guests and ambassadors.

Give some idea of how successful this campaign/entry was with both client and consumer
The Corona Save The Beach Hotel has achieved a total amount of 2,500 press clips in 180 countries throughout all continents. TVs around the world broadcasted more than 30 hours to speak about the Hotel and its main messages.
We have reached 80.000 fans on our Facebook page and among those 50 chosen citizens slept in the hotel. Apart from that, we reached 791,407,670 OTS (opportunities to see) and the PR campaign has generated more than €25 million wor in publicity. Within that, Corona was mentioned 96% of the time.