Corona Promo, Case study SAVE THE BEACH by J. Walter Thompson Madrid

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Industry Beers and Ciders, Environmental & Animal Issues
Media Promo & PR, Case study
Market Spain
Agency J. Walter Thompson Madrid
Creative Director Curro Rubira, Juan García Escudero, Jaime Chávarri, Pablo Rodríguez Meire, Paco García
Art Director David García Martínez
Account Supervisor Marina Saroka
Released December 2008

Credits & Description

Category: Environmental PR
Creative General Manager: Fernando Godoy (El Señor Goldwind)
Public Relations Director: Rosa Piqueras (El Señor Goldwind)
International Public Relations Supervisor: Beatriz Pavón (El Señor Goldwind)
Account Director: José Miguel Palacios (El Señor Goldwind)
Production Director: Ana Castellón (El Señor Goldwind)
Creative General Director Madrid: Miguel Bemfica (JWT)
General Subdirector Madrid: Fernando Martínez Corbalán (JWT)
Creative Director: Juan García Escudero (JWT)
Creative Director: Jaime Chavarri (JWT)
Creative Director: Pablo Rodríguez Meire (JWT)
Creative Director: Paco García (JWT)
Creative Director: Curro Rubira (JWT)
Interactive Technical Director: José Vivar (JWT)
Account Supervisor: Marina Saroka (JWT)
Account Manager: Anja Hoehne (JWT)
Planner: Ramón Jiménez (JWT)
Account Executive: Ainhoa Francisco (JWT)
Interactive Art Director: Alejandro Cañada (JWT)
Interactive Copywriter: Myriam González (JWT)
Art Director: David García Martínez (JWT)
Media placement: PR Activity Corona Save The Beach Survey - Across All Media In The UK, Italy And Spain - June 2009
Media placement: PR Activity Announcement Of The Opening Of The On-Line Voting Contest - Across All Media In The UK, Italy And Spain - June 2009
Media placement: PR Activity Announcement Of The Results Of On-Line Contest And Cleanning Of Beac - Across All Media In The UK, Italy And Spain - July 2009
Media placement: Pr Activity Corona Save The Beach Concert At Salou Beach - Across All Media In Spain - August 2009
Media placement: TV Campaign - 1 Spot - 40 TV, 40 Latina - 18 May 2009
Media placement: Radio Campaign - 8 Ads - 40 Principales, Cadena Ser, M80 Radio, Cadena Dial, Máxima FM - 18 May 2009
Media placement: Press Campaign (Newspapers) - 6 Ads - El País, AS, EPS, 5 Magazine - 8 June 2009
Media placement: Press Campaign (Magazines) - 3 Ads - 40 Magazine, Cinemania, Rolling Stone - 1 June 2009
Media placement: Online Campaign - 5 Ads - - 6 July 2009
Media placement: Online Campaign - 1viral - Web, Emails, Social Networks... - 2 March 2009
Summary of the Campaign
At the end of 2008, a pioneer initiative was born, the Corporate Social Responsibility platform Corona 'Save the Beach'. The aim of this project is to create public awareness about the environmental problems that affect European beaches. Corona Extra beer was giving something back to the place where it became popular, the beach.This project is the first real attempt by a beer brand to lead the way in protecting a unique human asset: our sea shores. Once our primary objective had been achieved, raising public awareness about the problems beaches face; we adopted the commitment of restoring at least one European beach per year. To do so, we created the website, a community of online users passionate about the environment and the beach. We also developed an ambitious PR platform expressed via a series of events, press conferences and grass-root activities all over Europe to help spread the word and rally support. In the first eight months of activity, we achieved nearly 100 media clips every month. These are encouraging results for a project that aims to spread worldwide in the near future.
The Goal
The goal and objective of the project was to virally spread the beach preservation message, and to find the beaches that needed urgent help. Hundreds of participants sent us reports about endangered beaches and we received thousands of votes and visits to our site. All this led to the recovery of our first beach at risk, Capocotta, a public beach near Rome. The target audience of this project was the legion of beach, sun and surf loving fans around Europe; an audience easily linked to the average consumer of the brand. In order to perceive the real situation of European beaches and create public awareness, we commissioned the 'Corona Save the Beach survey'.
Activities carried out in the UK, Ireland, Spain, Italy, France and Germany achieved the following results for 2009: 32,000 people enjoyed our events, among them, 1,500 VIPs; 120,000 votes accumulated on our website in two weeks; 5,000 Europeans surveyed; more than 1,000 kilos of litter gathered, and over 15,000 Euros of funds collected. Also, we have achieved a total of 770 media clips, reaching more than 270 million OTS and 11 million Euros in PR return, 104 minutes of TV, and over 1 million references on Internet search engines.
We developed an intensive summer 2009 campaign. We presented the findings of the 'Save the Beach survey' to media in Madrid, London and Rome in June. This was the biggest study of this nature ever made in Europe, and UK, Italy, Spain, France and Germany citizens were questioned by TNS and OnePoll. At the same time, we announced the opening of the on-line voting contest to select the beach to be recovered. We had the support of eco advocate Alexandra Cousteau, granddaughter of explorer Jacques, and British designer Jade Jagger. And, we fulfilled our commitment: Capocotta beach was cleaned on July 23rd, 2009. Equipped volunteers cleaned up the beach under the guidance of experts. Finally, we designed an event to wind up the summer season. We joined Spanish radio station Los 40 Principales in a concert that brought together top pop bands on August 14th at Salou beach, Spain.
The Situation
The campaign was devised for Corona Extra beer, the top selling bottled beer in Mexico and number five worldwide, sold in more than 150 countries. The opportunity for this PR campaign came from the moment Corona Extra realised that there are many beaches worthy of protection, and the need to engage the public and educate them on how they can help keep our beaches clean. Through this project, we wanted to empower beach lovers and give them a voice. Web users of our platform were invited to nominate and vote the worst cases found on the European continent, and the annual finalist beach would be restored, as voted by the people, for the people.
The Strategy
The communication strategy was to line up with main actors in this field, the Foundation for Environmental Education (FEE), responsible for the Blue Flag programme, and Surfrider Foundation Europe, a non profitable organisation. After we launched the initiative on December 2008, celebrating the spirit of beach culture in London, Milan, Berlin and Dublin, we set up a series of events and press conferences across Europe, counting on celebrity endorsement and lining up with the main actors in the field from the moment of launching. This was accompanied by the distribution of information on the Internet, via social network actions, 1 to 1 contacts with bloggers and viral creations. The plan was carried out in different stages, planned in advance.