Compal Promo, Case study B! CLEMENTINA by Brand Connection

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Industry Soft Drinks
Media Promo & PR, Case study
Market Portugal
Agency Brand Connection
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: SUMOL+COMPAL
Product/Service: B! SOFT DRINK
Date of First Appearance: Apr 29 2010
Account Director: Pedro Sousa (Brand Connection)
Planner: Ana Ramos (Brand Connection)
Media placement: Print - Blitz - 29 April 2010
Media placement: Radio - RFM - 14 June 2010
Media placement: Radio - Rádio Comercial - 16 June 2010
Media placement: TV - MTV - 30 June 2010
Media placement: TV - FOX LIfe - 5 July 2010
Media placement: Outdoor - JC Decaux - 16 June 2010
Media placement: Internet - MySpace - 1 September 2010
Media placement: Internet - Windowns Live Messenger - 1 September 2010
Media placement: Internet - MyWay - 1 September 2010
Media placement: Internet - Antena 3 - 1 September 2010
Insights, Strategy & the Idea
B! CLEMENTINA was a new soft drink flavour launch.
Our challenge was to launch this with a new music platform, drive sales and deliver stardom within the backdrop of highly restricted music playlists.
Our idea was to integrate the brand as part of this new musical sensation, by leveraging the band that was created to represent the product, Maria Clementina, who in turn would embody the spirit of Portuguese summer days.
We used specially created content to link the attributes of the flavour to the music and then worked in partnership with radio stations, musical magazines and MTV to make this a reality.
Creative Execution
Building a strong relationship of trust with the music creators we were able to open the door to numerous partnerships.
Working with the musical press Blitz, RFM and Radio Commercial providing them with exclusive content from the band and so ensuring the necessary airtime to make the launch single a summer hit.
This was all leveraged at owned sites, social media platforms offering the free single for download as part of a multimedia integrated campaign that linked the drink intrinsically with the music.
Results and Effectiveness
5% Sales increase, a stupendous summer hit!
Still receiving playtime almost a year on.