Amstel Promo, Case study OPEN 500 by Optimedia Madrid

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OPEN 500

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Spain
Agency Optimedia Madrid
Creative Director Javier Roldan
Client Service Director Elena Rodriguez
Released October 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: HEINEKEN
Product/Service: AMSTEL BEER
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: OPTIMEDIA, Madrid, SPAIN
Marketing Director: Carlos Casado (Optimedia)
Creative Director: Javier Roldán (Optimedia)
Account Director: Antonio Bermudez de Castro (Optimedia)
Account Executive: Claudia Ramos (Optimedia)
Client Service Director: Elena Rodriguez (Optimedia)
Planning Director: Daniel del Olmo (Optimedia)
Planner: Alberto Lavado (Optimedia)
Media placement: Outdoor - Bus Shelters - 16 October 2009

Results and Effectiveness
The bus shelters were so absolutely crowded with people playing and watching the tennis matches that became news and many national channels covered the action on the TV national news shows. The goal was achieved: total identification between Amstel and the Open 500. It was the campaign that achieved most awareness on 2009 with the lowest budget.

Creative Execution
We selected the most representative bus shelters in Valencia and we made them come alive at three levels: 1. Installation of a special system that allowed for first time ever people to watch the live matches at proper bus shelters via 3G Television. 2. During broadcasting periods we showed the campaign visuals rotating at the bus shelters. 3. We developed a specific game using an innovative system based on artificial visuals specially designed for the vehicle. This system dared people in the street to play a tennis match using just hid hands as a tennis racquet and their body movements to move along the tennis court; like a Wii game but with no need of a remote control, the body was the interface and the body movements, the commands.

Insights, Strategy & the Idea
AMSTEL links to the new Tennis Open 500 in Valencia as the official sponsor. The main goal consisted on enlarging benefits of the sponsor in terms of visibility and awareness but we had to be inconvenient: the sponsor period was very short (limited to the championship event) with a rather low budget; this meant having presence exclusively in no more than just one media. Outdoor was selected as the media who would best deliver our objectives, but used differently and creating a brand new vehicle switching from a static media to multimedia.