Ron Barcelo Promo, Case study THE NIGHT OF THE 200 by McCann Madrid

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Industry Vodka
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Director Eloy Gonzalez, Goyo Villasevi
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Art Director Fernando Cerezo, Alberto Pelaez, Darío Busto, Raimon Bertrán, Miguel Angel García
Copywriter Emilio Valverde, Dan Manases Perales, Nico Sisti, Miguel Dominguez
Released December 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: BARCELO
Product/Service: RUM
Date of First Appearance: Dec 1 2010
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson / DRAFTFCB)
Copywriter: Dan Manases/Emilio Valverde/Miguel Domínguez/Nico Sisti (McCann Erickson / DRAFTFCB)
Art Director: Miguel Angel Garcia/Fernando Cerezo/Alberto Pelaez/Darío Busto/Raimon Bertrán (McCann Erickson / DRAFTFCB)
Account Team: Rosa Aldana/Patricia Gonzalez/Jacobo Caballero (McCann Erickson / DRAFTFCB)
Agency Producer: Josep Roure (McCann Erickson)
Director: Eloy Gonzalez/Goyo Villasevi
Technical Director: Enrique Moreno (McCann Erickson)
Programmers: Fernando García/Diego García (McCann Erickson / DRAFTFCB)
Digital Planner: Miguel Guardia (DRAFTFCB)
Media placement: Internet - Facebook, Twitter - 1 November 2010
Media placement: Ambient - Major Universities - 1 December 2010

Insights, Strategy & the Idea
Communication objectives
To maximize awareness of the brand’s new positioning and campaign, “Vive ahora”, and to rejuvenate the brand.

Creative Execution
Ambient + Internet, a perfect combination for the public we were targeting, young university students

Results and Effectiveness
It is very difficult to surprise such a demanding target, under the assault of so many brands, and to secure its loyalty, but we did it, we were the first brand to not only generate intrigue with the teaser on the Internet, but then to surprise them in their own environment by giving them something they could only dream of: the big party in Ibiza. The only condition: now. Naturally, with no orchestration by the brand, the social networks also contributed to the success.