Maxxium Promo, Case study DYC GRAFFITI by Starcom Madrid

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Industry Alcoholic drinks & Tobacco
Media Promo & PR, Case study
Market Spain
Agency Starcom Madrid
Released June 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MAXXIUM
Product/Service: DYC WHISKEY
Date of First Appearance: Jun 1 2010
Marketing Manager Whiskies & Brandies: Carlos Hussey (MAXXIUM)
Media Planner - DYC: Nacho Leon (SMG)
General Manager Starcom Madrid: Pilar Ulecia (SMG)
Executive: Carlos Garcia (The Lounge)
Executive: Hypacie Vangaver (The Lounge)
Media placement: Ambient - Graffity Shutters - Downtown Madrid - June 2010
Media placement: OOH - Night Muppis - Downtown Madrid - June 2010
Media placement: Internet Campaign - Video - Youtube - June 2010
Media placement: Magazines - 2 formats - Shangay - June 2010
Media placement: Press - 2 formats - Marca - June 2010

Insights, Strategy & the Idea

When the sun goes down in Madrid, the streets come alive. Young adults party the night away with good friends, strong drinks, and electrifying music. DYC wanted to become the beverage of choice for nights out on the town. It would seem obvious to advertise around the trendy hangouts and clubs, but one seemingly insurmountable obstacle stood in our way. The law.
It is illegal to advertise high liquor brands using outdoor throughout Spain. Finding a way to advertise in Madrid’s historic city centre without breaking the law would require incredibly strategic thinking and legal balance.

To appeal to our target consumers, we had to focus our marketing on their zest for an active social life, creative self-expression, and quest for the perfect party. We needed to communicate with them in such an impactful way that they would be floored by the execution and recall the branding.

Creative Execution
To capture the attention of our club-hopping consumers without violating Spain’s outdoor restrictions, we relied on innovative guerrilla marketing.
Our idea was to marry brand visibility with underground actions. We employed some of the most talented graffiti artists to paint the metal shutters of Madrid’s stores that were strategically located near trendy hangouts. When the stores closed and pulled their shutters down, consumers came face to face with brilliant graffiti art depicting the DYC brand. Graffiti was the legal way to market DYC Whiskey and it was right in line with our target consumer’s party hard, play hard lifestyle.
We plastered the city’s hottest areas, keeping DYC Whiskey top-of-mind when patrons ordered drinks, and solidifying the brand’s superior status.

Results and Effectiveness
The risky and innovative graffiti art campaign was covered in countless articles and sent shockwaves through the advertising world. The results echoed across the marketplace. DYC brand awareness increased by 271% (IMOP-Top of Mind) during the campaign period, and product consumption increased by 59% (source: Nielsen) versus the same period in the previous year.

In addition to our impressive quantifiable results, we also formed a solid bond with our target consumers, making DYC the beverage of choice among Madrid partygoers. Most importantly, we achieved all of this without breaking the law! A job well done, and whiskey for all.