BEER, BALLS AND BIRDS by MEC Santiago for Baltica

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BEER, BALLS AND BIRDS

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Chile
Agency MEC Santiago
Director Rodrigo Bruna Bernucci
Released May 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CERVECERIA CHILE /CERVEZA BALTICA
Product/Service: BALTICA BEER
Date of First Appearance: May 25 2010
Entrant Company: MEC CHILE, Santiago, CHILE
Director: Rodrigo Bruna Bernucci (MEC)
Media placement: Print - Tbc - 25 May 2010
Media placement: Outdoor - Tbc - 26 May 2010
Insights, Strategy & the Idea
The Chilean beer drinker wants three things: a barbecue, a football match to watch and the company of beautiful women. He can do the first two but for the common man beautiful women are out of reach.
Budget beer brand Baltica wanted to drive sales around the football World Cup by offering a free poster of some beautiful women.
We knew that a poster alone would not be enough. What beer drinkers really wanted to do was meet the beautiful girls they see in beer adverts on TV.
Our solution was to turn the girls on the Baltica poster into Las Baltichicas, the beautiful women that beer drinkers wanted to meet. And give our target market the chance to meet them.
Las Baltichicas would become brand icons appearing in key traditional and social media outlets as well as in person so the fans could meet them.
Creative Execution
We focused all our messages around Las Batichicas, transforming them into brand celebrities via two days of intensive activity.
First we visited key media outlets (the sports press and TV that our target loved) to turn Las Baltichicas into stars.
And then we organised a series of one-day-only meet the fans events taking the beautiful women that Chilean beer drinkers wanted to meet at key locations downtown, on university campuses and in car mechanic garages.
Once again we ensured the media were there to record everything.
We drove further reach via a bespoke Facebook fan page, photos on Flickr as well blogger outreach.
We turned Las Baltichicas into stars and made the dreams of Chilean beer drinkers come true.
Results and Effectiveness
Las Baltichicas were massive, garnering PR worth $160,000
A social media takeover included 3,500 Flickr followers.
All brand scores improved with consideration up by 19%.
Baltica Beer gained five points of market share in the budget beer sector
PR ROI alone is 29:1