Miller Promo, Case study STREETTRAINING by McCann Worldgroup Colombia

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Colombia
Agency McCann Worldgroup Colombia
Creative Director Bianco Ramirez, Francisco Jose Galan Ribeiro, Carolina Santamaria - Luis Velasco
Copywriter Miguel Arias, Ricardo Rojas, Jaime Ladino
Account Supervisor Jorge Velasquez, Camila Guzman
Released June 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: SAB/MILLER
Product/Service: BEER
Date of First Appearance: Jun 1 2010
Chief Creative Officer: Samuel Estrada (Mccann Erickson)
Creative Director: Luis Velasco (Mccann Erickson)
Creative Director: Bianco Ramirez (Mccann Erickson)
Creative Director: Francisco Galan
Copywriter: Miguel Arias (Mccann Erickson)
Copywriter: Ricardo Rojas (Mccann Erickson)
Copywriter: Jaime Ladino (Mccann Erickson)
Account Manager: Juan Camilo Piñeros (Mccann Erickson)
Account Manager: Federico Bravo
Planner: Jaime Ladino
Account Supervisor: Camila Guzmán (Mccann Erickson)
Account Supervisor: Jorge Velásquez (Mccann Erickson)
Media placement: Outdoor - Mupis- Eucol - 1 June 2010

Insights, Strategy & the Idea
Communicate the promotion "GOL MUNDIALISTA AGUILA" in the framework of the World Cup South Africa 2010 . In this promotion people should take a big breath and shout the longest “GOL” to earn $ 300,000 Colombian pesos per second (around USD160).
The brands target is men and women between 18 – 39 years that spends a lot of their time in outdoors because their main method of transport is public transportation. It is relevant to both, client and target audience, because is an opportunity to contact them and communicate our message.

Creative Execution
To be able to shout the longest “Goal” it is necessary to train and practice over and over again. That is why we came up with the idea of placing a tool in the streets that people could use to practice at any time while they were on the go in the streets. Several bus shelters were placed throughout the city with the ability to measure the length of each “Gol” shouted and a LED display revealing the prize they could earn if they were participating in the promotion.

Results and Effectiveness
This activity is part of an integrated campaign with which we received 250.000 envelopes and more than 1,250,000 CERVEZA AGUILA caps and allowed the brand to generate “buzz” about the promotion, and more importantly getting a fun direct contact with the target in the places where they spend most of their time…in the street.