NOTES AND PARTY by DraftFCB Madrid for Ron Barcelo

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Industry Rum
Media Promo & PR, Case study
Market Spain
Agency DraftFCB Madrid
Executive Creative Director Dani Sáenz Y Beto Nahmad
Art Director Darío Busto, Raimon Bertrán, Luis Enrique Garcia Tortosa
Account Supervisor Jose De Frutos
Digital Creative Director Baldiri Ros
Released June 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: VARMA
Product/Service: BEVERAGE
Date of First Appearance: Jun 23 2010
Entrant Company: DRAFTFCB SPAIN, Madrid, SPAIN
Executive Creative Director: Beto Nahmad (DraftFCB)
Digital Creative Director: Baldiri Ros (DraftFCB)
Strategy Director: Manuel López Piñeiro (DraftFCB)
Art Director: Darío Busto (DraftFCB)
Art Director: Raimon Bertrán (DraftFCB)
Art Director: Luis García (DraftFCB)
Copy: Miguel Domínguez (DraftFCB)
Copy: Nico Sisti (DraftFCB)
Copy: Noel Gomez (DraftFCB)
Account Director: Juan Ramón Ortega (DraftFCB)
Brand Experience Supervisor: Luis Herreria (DraftFCB)
Account Supervisor: Jose de Frutos (DraftFCB)
Event Coordinator: Ivan Nadal (DraftFCB)
Account Director: Guillermo Lecumberri (DraftFCB)
Marketing Director: Javier Moreno (Ron Barceló)
Media placement: Audio-Visual Presentation (Party) - TV - 23/06/2010

Insights, Strategy & the Idea
The main objective of the brief was to develop an action to celebrate the end of the exams of all the University students in Spain.

Most of the consumers of Rum Barceló are University students and we wanted to reward them (and also those who don’t consume our brand) for all the effort made during the whole University year.

The strategy of the campaign was to create a therapeutic event giving the students the opportunity to liberate themselves of all the stress accumulated.

Creative Execution

We came up with a real insight that all students share: when they finish their exams they keep their notes for years even they know that will never use them again.

The creative solution of the action was to give them the opportunity to do what they really wanted to do after finishing their exams (although they didn’t know how to do it): destroy their notes and get in exchange tickets for “Apuntes y Aparty” (Notes&Party), a huge party in a famous Madrid discoteque.

We expected to receive a strong response from the University students and have some publicity appearing on the media, but the results were far more spectacular than we would have imagined.

Results and Effectiveness
Encouraging the students to destroy their notes is controversial but students loved the idea and the media loved the polemic of it, so they helped us to increase the popularity of the party.

By going to some universities and through the online application we had created, we collected more than 150,000 shredded notes from more than 5,000 youngsters from all universities in Spain.
“Apuntes y Aparty” appeared in lots of different online and offline media and more than 5 million people followed the impact of the event.