Brugal Promo, Case study BRUGAL.0 by OMD Madrid, Orbital Proximity Spain

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Industry Rum
Media Promo & PR, Case study
Market Spain
Agency OMD Madrid
Producer Susana Barona
Agency Orbital Proximity Spain
Released July 2010

Credits & Description

Category: Best Use of Print
Advertiser: MAXXIUM
Product/Service: BRUGAL RUM
Date of First Appearance: Jul 1 2010
Entrant Company: OMD SPAIN, Madrid, SPAIN
Entry URL:
Producer: Susana Barona (OMD)
Account Director: Yago Hernández (OMD)
Media Planner: Delgado Mónica (OMD)
Media placement: Print - As - 9 May 2010
Media placement: Print - Mundo Deportivo - 9 May 2010
Media placement: Print - Sport - 9 May 2010
Media placement: Print - Marca - 16 May 2010
Media placement: Print - Estadio Deportivo - 9 May 2010
Media placement: Print - Super Deporte - 9 May 2010

Insights, Strategy & the Idea

To reinforce the premium positioning of the brand, BRUGAL RUM was searching for a strong association with value imbued with authenticity, innovation and modernity, a way of becoming a protagonist in the panorama of the world's latest trends.
Under the restrictive legal framework currently governing the advertising of alcoholic beverages, the print media was target as being a key conduit. However, we were faced with a target audience that voraciously consumes various communications media at the same time, in a natural and spontaneous way. If that target audience is capable of paging through a magazine while also having the TV on and updating its Facebook entries, we thought: Let's have BRUGAL offer them an experience that breaks all the social codes of print advertising by giving them a total multi-media interactive opportunity.
We focused on Neo2, the leading magazine for trend- setting phenomena in Spain; we proposed an editorial integration that would be capable of reproducing those same habits of leafing through a magazine, enjoying audiovisual content and interacting on the net from the magazine itself.

Creative Execution
For the first time, a super- thin video screen was integrated into the cover of a magazine. The screen allowed readers to enjoy the audiovisual content offered by BRUGAL via a simple touch- pad navigation system and also interact with the target audience through our invitation for users to introduce their own videos on a micro-site created especially for the campaign. Being able to show your own videos in your favourite magazine is a powerful tool for creating word of mouth and achieving unlimited publicity for BRUGAL's image.
The BRUGAL 'video-cover" became a trend-setting example on a conduit renowned for knowing what- is- what in the world of trends (Neo2 Magazine). Besides the editorial coverage on the inside pages of the magazine, a 100% BRUGAL- ized cover page was designed to turn the initiative into an unprecedented editorial event in this country, one we took to the streets actually by negotiating with distributors a preferential positioning of the product in stores and points of sales.

Results and Effectiveness
We turned Neo2 Magazine and its on-line issue into the epicentre of a news release with great media repercussions, earning the attention of hitherto inaccessible media conduits such as television (off-limits for alcoholic beverages).
We were able to connect the designated values (authenticity, innovation and modernity) and to take advantage of the coverage of the campaign, whose free- advertising value was easily double the investment, multiplying the magazine's audience by 50.
BRUGAL's Brand recognition index grew to 60% compared to 30% in 2009.