T-SHIRT by Yellow Lima for Brahma

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T-SHIRT

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Peru
Agency Yellow Lima
Art Director Luis Espadín Villegas
Producer Christian Stigler
Account Supervisor Adriana Rivero
Released September 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: AMBEV
Product/Service: BRAHMA
Agency: YELLOW
Chief Executive Officer: Enzo Montalbetti (Yellow)
Chief Creative Officer: Luis Fuentes Pastor (Chulo) (Yellow)
Head Of Art: Jose Alfredo Alcázar (Yellow)
Copywritter: Miguel Salomón Castrat (Yellow)
Art Director: Luis Espadín Villegas (Yellow)
Account Manager: Diego Reves (Yellow)
Account Supervisor: Adriana Rivero (Yellow)
Account Assistant: Jose Portilla (Yellow)
Producer: Christian Stigler (Yellow)
Supporting Video: Angel Rodriguez (Yuca Star)
Media placement: Event - RHCP Lima Concert - Multiple media worlwide - 14 Sept 2011

Summary of the Campaign
Red Hot Chili Peppers were coming to Peru.
So without sponsorship of the band and no budget, we wanted to use the power of social media in the best way possible.

Idea: we though about placing ourselves in a prohibited place for the use of advertising and in view of everyone: the concert stage. That way, we would turn Anthony Kiedis in some sort of 'on stage billboard'.

To achieve that, first we created the right message.
How? We took advantage of the coincidence that our brand, our country (Peru) and the band are all owners of the colour red; and all of them have a hot personality. So all together they were simply 'Too RED & Too HOT'. Then, we went back to basics. We put our message on a t-shirt and did what any fan would have done: throw it on stage during the concert.

PR Opportunity: With the Red Hot Chili Peppers coming to Peru for the first time, hundreds of brands would seek the band's power through social media: an event that would release free press everywhere. The secret was how to maximise brand presence during the concert (and we managed to keep up the free press even after the concert in Peru).

The Situation
With the Red Hot Chili Peppers coming to Peru for the first time, hundreds of brands tried to become partners, but because of legalities and the bands policies no one could advertise on stage. However, we wanted to brake the rule and be in the most important place of the concert: the stage.

The Goal
The Red Hot Chili Peppers' great social media power was a fact that many brands would try to take advantage of. Knowing they weren't doing a press conference, our goal was to find the best place to show our brand effectively. So, we asked ourselves, where would the cameras shoot in any concert? The answer was: The stage. However, no brand could advertise there and on top of that, we had almost no budget.

The Strategy
First we created the right message. How? We took advantage of the coincidence that our brand, our country (Peru) and the band are all owners of the colour red; and all of them have a hot personality. So all together we simply put, “Too RED & Too HOT”.

Execution
If our goal was to be on stage and we had no budget, we thought like any other fan. So we bought a concert ticket and gave our message to the band in the old fashion way. How? It's known that musicians pick up, use or at least talk about anything their fans would throw at them on stage as long as they like it. So that's what we did: we put our message on a T-shirt and threw it on stage, letting it (our message) do the rest.

Documented Results
- We turned a 2 hour concert into a worlwide event for our brand, with exposure at more than 30 concerts worldwide.
- 10m viewers watched MTV´s live transmission. Red Globo Brasil broadcast Rock in Rio, allowing almost 30m viewers to watch the Rock in Rio broadcasting live.
- The YouTube Channel reached 1m hits during its transmission.
- $430,000 in free publicity before the first 2 weeks of the campaign
- 75% increase in brand preference
- +120% brand consideration.
- More than 1,200,000 fans saw our t-shirt live in every concert around the world.
- Worldwide Trending Topic for a whole month.