Aguila Promo GOL MUNDIALISTA by McCann Worldgroup Colombia

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Industry Beers and Ciders
Media Promo & PR
Market Colombia
Agency McCann Worldgroup Colombia
Creative Director Bianco Ramirez, Carolina Santamaria - Luis Velasco, Francisco Galam
Art Director Yenssy González, Maria Fernanda Garcia, Eyleen Camargo, Sebastian Ospina
Copywriter Miguel Arias, Ricardo Rojas
Account Supervisor Jorge Velasquez, Camila Guzman
Released May 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SABMILLER
Product/Service: BEER
Date of First Appearance: May 3 2010
Chief Creative Officer: Samuel Estrada (McCann Erickson)
Creative Director: Luis Velasco (Mccann Erickson)
Creative Director: Bianco Ramirez (Mccann Erickson)
Copywriter: Miguel Arias (Mccann Erickson)
Copywriter: Ricardo Rojas (Mccann Erickson)
Art Director: Yenssy González (Mccann Erickson)
Art Director: Eyleen Camargo (Mccann Erickson)
Art Director: María García (Mccann Erickson)
Art Director: Sebastian Ospina (Mccann Erickson)
Account Manager: Juan Camilo Piñeros (Mccann Erickson)
Account Supervisor: Jorge Velasquez (Mccann Erickson)
Account Supervisor: Camila Guzman (Mccann Erickson)
Manager Director: Geovana Nassar (Momentum)
Project Supervisor: Mauricio Osorio (Momentum)
Account Manager: Federico Bravo
Planner: Jaime Ladino
Creative Director: Francisco Galam
Media placement: TV Campaign -3 spots - Carcol TV, RCN, ESPN-LA - 3 May 2010
Media placement: Radio Campaign - Radioactica, Tropicana, Olimpica - 3 May 2010
Media placement: Outdoor - Bus Stop - 3 May 2010

Describe the objective of the promotion.
We focused on connecting with Colombian people through the World Cup. The audience we wanted to reach were women and men from 20 years upwards, from urban and rural places throughout the country; consumers who associate the brand with soccer.

Describe how the promotion developed from concept to implementation.
During the South Africa World Cup period, the goal was used as the most important football expression to engage with Colombians regardless of gender or social status. The prize didn´t depend on the contestant´s luck; it depended on their ability to shout the longest 'goal'.

Explain why the method of promotion was most relevant to the product or service.
Taking into account that Aguila is the exclusive beer for soccer in Colombia, the promotion aroused all that passion related to soccer that every Colombian has inside, although the national team did not participate in the World Cup.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We had more than 40 flying hours to go visit everyone at home and create a street party.
More than 30,000 impacts were achieved between contestants and witnesses.
3,120 airing seconds on TV.
2,230 exchange points.
8,000 activated stores.
250,000 contestant envelopes.
1,250,000 bottle caps collected in 6 promotion weeks.
And... a whole country singing the longest 'goal'.