Havana Club Case study NOTHING COMPARES TO HAVANA by M&C Saatchi Paris

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Industry Rum
Media Case study
Market France
Agency M&C Saatchi Paris
Art Director Mr Patrick Samot
Copywriter Mr Alexandre Bertrand
Released October 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: HAVANA CLUB RUM
Date of First Appearance: Mar 1 2010
Entry URL: http://www.havana-cultura.com+http://www.havana-mojito.com+http://www.nothingcomparestohavana.com
Founder & Creative Director: Mr Daniel Fohr (M&CSaatchi.GAD)
Founder & Creative Director: Mr Antoine Barthuel (M&CSaatchi.GAD)
Worldwide Account Director: Mr Philippe Horeau (M&CSaatchi.GAD)
Head of Digital: Mr Madjid Bouzar (M&CSaatchi.GAD)
Digital Project Manager: Ms Sohini Gogel (M&CSaatchi.GAD)
Executive Creative Director & Partner: Mr Bjoern Bremer (M&CSaatchi (Berlin))
Copywriter: Mr Alexandre Bertrand (M&CSaatchi.GAD)
Art Director: Mr Patrick Samot (M&CSaatchi.GAD)
Founder & Creative Director: Mr Simon Dicketts (M&CSaatchi (London))
Head of Strategy: Mr Thomas Cléret (M&CSaatchi.GAD)
Founder: Mr Josué Pichot
Founder: Mr Basile Tournier
Founder: Mr Mat Maffre (SHIC)
General Manager: Mr Marc Beuve Méry (Havana Club International)
Marketing Director: Mr Yves Schladenhaufen (Havana Club International)
Brand Director: Mr Grégory Alibaux (Havana Club International)
Communication Director: Mr François Renié (Havana Club International)
Account Manager: Mr Rodolphe Poprawa (M&CSaatchi.GAD)
Account Executive: Mr Thierry Nolin (M&CSaatchi.GAD)
Media placement: Havana-Cultura.com Website - Global (6 Languages) + Facebook Page - JAN 2010 (V2)
Media placement: Havana Cultura Music Records And Events - Events In Canada, Spain, France, Chile, UK... - NOV 2009 UP TO NOW
Media placement: Havana-Mojito.com Website And Iphone App - Global (4 Languages) - JUN 2009 UP TO NOW
Media placement: Juergen Teller Photo Series - DOUBLE Magazine (Sold In UK, USA, France, Italy, Japan) + Book - APR 2010
Media placement: Print Campaign (15 Prints For Press, Outdoor, BTL) - 35 Countries - AUG 2010
Media placement: Visual Arts Residency Program In Havana City - Located In Havana - SEP 2010
Media placement: TV Campaign (13 Films Available) - Italy, Chili, Denmark, Greece, Travel Retail Europe - SEP 2010
Media placement: Cinema Campaign (2 Films Available) - Germany, South Africa, UK, Denmark, Spain - OCT 2010
Media placement: Nothingcomparestohavana.com Website - Global - OCT 2010

Describe the campaign/entry
Havana Club International is a joint venture between the Cuban authorities and the Pernod Ricard Company. As a Cuban brand, it is not allowed to be sold in the U.S.A. which represents 40% of the global rum market. Its main competitor is the leader Bacardi, easily #1 with access to the US.
Havana Club's objective is to be the world's alternative, non-aligned rum brand.
Its strategy is to build an iconic brand, the icon of Cuban culture everywhere in the world.
To do so, the brand has decided to promote and share the incomparable values (spontaneity and "humanité") and culture of Havana City.
To succeed, the communications had to demonstrate at each touchpoint the incomparability of Havana while doing it in an engaging and contemporary yet authentic way, beyond the touristic clichés of Cuba.
The new brand motto for this global campaign is "Nothing Compares to Havana".

Describe how the campaign/entry was launched across each channel in the order of implementation
1. Havana-Cultura.com, a window on contemporary Cuban culture, showcasing young Cuban artists. Became a full brand content program with artistic events across the world.
2. Partnership with BBC DJ Gilles Peterson, to produce a series of original records called Havana Cultura, then live concerts across the world.
3. Invitation of a Saatchi Gallery curator to the Havana Biennial of Contemporary Arts to promote Havana's culture with international journalists.
4. Creation of an Art Residency sponsoring local artists and promoting their work out of Cuba.
5. Jurgen Teller photo series of Havana, published in magazine Double and in a book.
6. Advertising campaign in 35 countries (TV, cinema, posters, press, BTL, guerilla...) claiming the incomparability of our values & culture (director Harmony Korine, photographer Guy Aroch), showcased on nothingcomparestohavana.com.
7. Sharing the genuine mojito culture online and with an iphone adgame.
8. Currently shooting a full feature movie with 7 directors including Benicio del Toro, Gaspard Noe...

Give some idea of how successful this campaign/entry was with both client and consumer
The total number of visits of the brand's websites reached over 2M in 2010, with a peek over 350 000 in May 2010, without any online media promotion.
The Havana Cultura program, the Gilles Peterson Project and the feature movie currently being shot have generated a lot of PR and ePR internationally.
35 markets have run the campaign (in various media depending on their local budget), and the major ones have embraced the global communication concept to generate many local ideas (events, BTL, content).
havana-mojito.com and nothingcomparestohavana.com received an FWA.
Global sales increased by 15% in 2010, and Havana Club is now #1 in Italy, Germany and France.
Havana is becoming an iconic place, and Havana Club its iconic ambassador.