Mixta Promo, Case study FREEDOM TO WILLIX by Publicis Madrid

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FREEDOM TO WILLIX

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Spain
Agency Publicis Madrid
Executive Creative Director Marcelo Vergara, Santiago Lucero, Leandro Raposo, Pablo Stricker, Fabio Mazia, Pablo Colonnese
Account Supervisor Iván Esquer Ramiro, Natalia Marín
Released March 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: GRUPO MAHOU SAN MIGUEL
Product/Service: MIXTA
Agency: PUBLICIS COMUNICACIÓN ESPAÑA
General Creative Director: Alexandre Okada (Publicis)
Executive Creative Director: Fabio Mazía (Publicis)
Executive Creative Director: Marcelo Vergara (Publicis)
Executive Creative Director: Santiago Lucero (Publicis)
Creative Team: Óscar Martínez (Publicis)
Creative Team: Sito Morillo (Publicis)
Creative Team: Nacho Oñate (Publicis)
Creative Team: Néstor García (Publicis)
Account Supervisor: Natalia Marín (Publicis)
Account Supervisor: Iván Esquer (Publicis)
Account Manager: Armando Arratta (Publicis)
Client Supervisor: Javier Herrero (Grupo Mahou San Miguel)
Media placement: DVD Mailing To Bloggers - Social Network Bloggers - March 23, 2011

Summary of the Campaign
We locked a duck in YouTube; to be freed he needed to get 1,000,000 visits. Willix (the duck) did almost everything in order to get it: blackmailing, events, shows, and even fake banners to get visits and be freed.

He finally managed to achieve it: In 3 weeks he got the 1,000,000 visits and was freed. In 6 months he got 12,000,000 unique visits.

The Situation
Mixta is an alcohol-free beer with lemon brand, who possesses 23% of the market and competes with the leader who has a 68% of the market. Since it’s launch in 2005, the brand has been winning market share from its competitor.

The Goal
Necessity aroused for a campaign to build a brand for young people between ages of 18 to 25, transmitting a brand personality that said brave, fun and carefree.

Turn Mixta into the favourite brand for the young Spaniards and achieve a permanent relation with consumers through a strategy based in Brand Entertainment contents and supported in the digital environment, foremost in social networks.

For this all possibilities of online media were explored to get to the public in a quick and efficient way, as it is a public that shares spontaneously contents that could help increase notoriety and the importance of the campaign.

The Strategy
Starting point: Absurd humor was the brand’s token until now.
Launch a hybrid campaign, where digital becomes the main playing field.

- The internet is main character in the story and the creativity: “We locked a duck in a YouTube drawer and he needs to get 1m visits to be freed”.
- It all happens in the internet and the TV is the loudspeaker during specific times to claim visits.
- The story grows with visits (with pieces that reinforce each time, from 'no one has seen me', to 'I already have half a million'. (The campaign was supposes to last for 6 months and in only 3 weeks we got the 1m.)

Execution
First phase: Lock up (March 29th - April 24th).

- March 23rd: Willix video with its CV to a few bloggers.

- March 29th: YouTube video with the 1m visits challenge.

- April 18th: Starting of the rest of the pieces on YouTube, like the statements of friends and family, and other videos of Willix asking for help. All the pieces count with TV support to redirect to the YouTube channel of the brand and promotion in social networks.


Second phase: Freedom (April 24th – June 25th).
- The objective of 1m visits was due to be achieve in 6 months - it was made in 20 days.
- The freedom is done in advance, with a teaser video launched in advance to build anticipation.

- April 25th: Freedom of WilliX. YouTube video publication and diffusion in the internet.

Documented Results
In only 3 weeks, Willix achieved the 1,000,000 visits, and he was freed. Only in Spain visits reached 12,000,000 in 3 months, with more that 43,000 'likes'. It was the most seen video of the day in Spain, and the third on YouTube. In only 5 days, 15,000 people became fans of the brand on Facebook.