Compania Cervecera De Canarias Promo, Case study WORLDS LARGEST BEACH TOWEL by Leo Burnett Iberia Madrid

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WORLDS LARGEST BEACH TOWEL

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Sergio Lobo, Emilia Bertola, Alejandro Hernán
Copywriter Francisco Cassis, Covadonga Diaz
Digital Creative Fred Bosch
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: COMPAÑÍA CERVECERA DE CANARIAS
Product/Service: TROPICAL BEER
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Creative Director: Sergio Lobo (Leo Burnett Iberia)
Art Director: Emilia Bertola (Leo Burnett Iberia)
Copywriter: Covadonga Diaz (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Copywriter: Francisco Cassis (Leo Burnett Iberia)
Art Director: Sergio Lobo (Leo Burnett Iberia)
Art Director: Alejandro Hernán (Leo Burnett Iberia)
Media placement: Event - Event - July 1st, 2010
Media placement: Website - www - July 1st, 2010
Media placement: Facebook app - Facebook - July 1st, 2010

Summary of the Campaign
We wanted young people to leave their computers behind and go out and have a good time with their friends sharing a Tropical.

The Canary Islands are famous because of their beaches and the sun, so we created a unique place for young people to get together: the world’s largest beach towel.

We went looking for young people where they spend most of their time: Facebook.

We created an app that invited them to come and break the first World Record in Grand Canary Island and we let them chose exactly where they wanted to sit on the towel.

- In 48 hours, the towel was completely booked.
- Television coverage: +80 minutes.
- Facebook fans increased by 500%

The Situation
Tropical is the number 1 beer in the Canarias, but it was lacking a connection with its young target audience.

We needed to engage them in a way where they felt they and the brand were on the same page.

The brand needed to feel young again and connect with its target.

The Goal
Create an event were we could get young people to leave their computers behind and go out and have a good time with their friends sharing a Tropical.

The Strategy
This strategy was really relevant because it was based on an insight: young people share their lives online, but something as great as a beer can only be shared in the real world.

Execution
The Canary Islands are famous because of their beaches and the sun, so we created a unique place for the young people to get together: the world’s largest beach towel.

BUT BREAKING A GUINESS WORLD RECORD IS NOTHING NEW...
The interesting thing was how we did it:

We went looking for young people where they spend most of their time: Facebook.

We created an app that invited them to come and break the first World Record in Grand Canary Island and we let them chose exactly where they wanted to sit on the towel.

After the event, the 2.195m2 of towel was transformed into blankets and clothing that were then donated to city shelters.

Documented Results
- In 48 hours, the towel was completely booked.
- Attendance tripled expectations.
- Television coverage: +80 minutes.
- Free media coverage was 6 times the production budget.
- Tropical has risen to a record 82% of awareness.
- Record sales: +36%
- Facebook fans increased by 500%
- The local government is proudly promoting this 1st Guinness Record as part of their campaign to be named European Cultural Capital in 2016.