Cristal Promo, Case study FAN RECOLLECTION by OMD Santiago

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released May 2010

Credits & Description

Category: Best Use of Screens
Advertiser: CCU
Product/Service: CRISTAL BEER
Date of First Appearance: May 15 2010
Entrant Company: OMD CHILE, Santiago, CHILE
Entry URL:
Media Director: Marcela Villaroel (OMD)
Planner: Ivan Reyes (OMD)
Superviser: Gema Berrios (OMD)
Media placement: Internet - Web site-Banners - 15.05.2010
Media placement: TV - highlights - 26.06.2010
Insights, Strategy & the Idea
To position CERVEZA CRISTAL as the leader in Top of Mind within the brands that were sponsoring the Chilean Soccer Team.
We recreated Chileans' passion for soccer. For this, we invited consumers to tell their best stories about their feelings while they watched the Chilean soccer team play during the playoff matches in South Africa.
Creative Execution
We created the mini website that included 10 highlights of the Chilean team during the playoff matches and we invited fans to tell us their own stories related to these highlights.
Each week we chose the best story, which became a spot featuring the same contestant in the leading role. The spot was shown in the website and also during prime time of the channel that had the rights to air the matches.
Results and Effectiveness
56% spontaneously recognized CERVEZA CRISTAL as THE BRAND that was sponsoring Chilean soccer. (source: Adimark).
CRISTAL is one of the brands that most increases its recall in relation to the Chilean team, increasing from 65% to 85% (source: Adimark).
CERVEZA CRISTAL managed to have more than 170 soccer fans tell their stories loaded with passion and emotion and took these stories to open TV, thus achieving the perfect fusion of the massive world, namely the on line world and the social networks.