Club Colombia Promo, Case study IN SEARCH OF OUR LOST PRIDE by J. Walter Thompson Bogota

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IN SEARCH OF OUR LOST PRIDE

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Colombia
Agency J. Walter Thompson Bogota
Director Felipe Aguilar
Creative Director Luis Miguel Pirateque
Art Director Diego Almanza
Copywriter German Camelo
Digital Creative Andrés Sepúlveda
Released March 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: BAVARIA- SAB MILLER
Product/Service: CLUB COLOMBIA
Agency: JWT COLOMBIA
Creative Vice President: Rodrigo Torres (JWT)
Creative Director: Luis Miguel Pirateque (JWT)
Art Director: Diego Almanza (JWT)
Copywriter: Germán Camelo (JWT)
Digital Director: Patrick Sewards (JWT)
Account Director: Antonio Abello (JWT)
Director: Felipe Aguilar (Bogota DC)
Executive Producer: Sandra Martinez (JWT)
Digital Creative: Andrés Sepúlveda (JWT)
Account Executive: Lorena Nuñez (JWT)
Media placement: Television News Programs - Caracol And RCN - March 2011
Media placement: Digital - Blogs and orgullo perdido webpage - April 2011
Media placement: Social media - - March 2011
Media placement: Movie Theaters - Cine Colombia - March 2011
Media placement: Newspapers - El Tiempo - March 2011
Media placement: Consumer - Special Edition Cans - April 2011
Media placement: Press Conference - - March 2011

Summary of the Campaign
The Situation:
In Colombia, many of our most representative artisanal handicrafts are in danger of vanishing forever.

The Brand:
Club Colombia is a premium beer made in our country with the same dedication, time and attention to detail that is given to our handicrafts.

The Main Objective:
To retain the brand's premium status but expand its reach, and grow in the 'for me' brand attribute among average Colombians, not just its 'premium' current consumers.

The Initiative:
We identified our artisanal handicrafts in danger of disappearing, became the voice of the artisans and invited Colombians to get involved in the rescue of this important part of our identity. In other words, we became the advocates of the handicrafts we do with great attention to detail, time and dedication here, in our country.

The Outcome:
Massive involvement from different audiences. 10 artisanal handicrafts from 10 different communities received start up capital and counselling in how to better market their products, as well as support in different fields and above all, the chance to not only keep the tradition alive, but to expand it and allow us Colombians to feel proud of what is ours. The brand can say that all of its commercial indicators increased, but even better is that it can say it did something much bigger than that.

The Situation
Bavaria is the country’s largest brewery, with over 130 years in the market. It was acquired by SABMiller in 2005.

The corporation carries out important PR and social responsibility programs, but this case is not about Bavaria or SABMiller. It’s about one of its brands: Club Colombia. A premium beer whose values are Colombian pride and craftsmanship, based on time, dedication and attention to detail.
 
When we realised that Colombians are forgetting their artisanal handicrafts and that a number of the most representative ones are in danger of disappearing, we came up with an initiative that makes a perfect fit with the brand's essence, its vision and the place it wants to occupy in the heart of the Colombian people.

The Goal
1. To come closer to people without losing its image of 'made with time and dedication':
Club Colombia is already recognised throughout the country for its internationally awarded quality. But it is not close to the heart of the average Colombians.
The goal was to retain its premium status but expand its reach, and grow
in the 'for me' brand attribute.

2. Real impact and reputation:
The impact and reputation sought in the audiences had to be real and meaningful, not cosmetic or superficial, not just a statement, but an action.

In order to be successful the initiative would have to impact the different audiences and take the brand’s reputation beyond premium scenarios while retaining the image of quality all Colombians recognise.

The Strategy
We designed a visibility strategy with the potential to add to the brand's positioning goal.
Under this premise - and after a research process- we identified the real situation of several communities around the country in which artisanal handicrafts are really important both in the cultural and in the economic fields. Club Colombia could become the advocate for the rescue of our traditional, rich and diverse artisanal handicrafts (our identity), making the perfect match with the brand's essence.

An integral overview of communications allowed us to cover the different audiences around the country and to become the voice of our artisans, getting together craftsmen, government, opinion leaders and the brand to not only highlight the importance of the work done with such dedication, time and attention to detail, but to rescue those techniques and allow communities and the whole country to benefit from that initiative.

The name of the initiative is: 'in search of our lost pride'.

Execution
Initial Stage
After approaching government entities, a group of experts travelled across the country to identify those handicrafts in danger of disappearing and made a selection based on sustainability, impact on the community and potential to become small businesses.
We involved opinion leaders as well and staged an important press conference.

Countrywide Involvement
Through different media we invited all Colombians to learn about the handicrafts and vote for 1 in order to rescue it. 10 short documentaries became the voice of the artisans.
Colombians voted, shared and commented.
3 artisans designed special labels that were printed on Club
Colombia cans were distributed nationwide (4m special edition cans)
 
Sharing Our Pride
Besides the big winner all the others handicrafts received start-up capital, were included in the country’s largest entrepreneurship program and many are now being promoted in international fairs.
The initiative became a permanent platform and the same group of experts is currently travelling throughout the regions to conduct a follow up.

Documented Results
- Brand attribute 'for me' increased from 22% to 25%
- Brand attribute 'made with time and dedication' increased
- Sales increased 24%
- Market share increased from 7% to 9%
- We obtained free press in the amount of US$80,000
- Incalculable value of prime time broadcast of the documentaries to the entire country
- 3 universities from different regions engaged their student bodies in mobilisations to support the initiative
- A topic which was only spoken of by artisans became a topic for young people (12,000 comments in social networks)
- 20 spontaneous groups were created on Facebook
- fans of the brand increased by 30%
- Frequent consumption increased from 32% to 37%

The government entity in charge of artisanal heritage honoured the brand with an award.

Ralph Lauren and Donna Karan requested samples of 2 techniques in order to study them.

The country learned about the winners through the digital platform, social media and printed press that circulated the news.

The initiative became a permanent platform for the brand.