CONGELADO, FROZEN PARTIES by ACHE PRODUCCIONES for Congelado

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CONGELADO, FROZEN PARTIES

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Industry Tequila
Media Promo & PR
Market Mexico
Agency ACHE PRODUCCIONES
Released February 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: CASA JOSÉ CUERVO
Product/Service: TEQUILA
Agency: ACHE PRODUCCIONES
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: ACHE PRODUCCIONES, Anzures, MEXICO
Account Manager: Carlos Verastegui (Ache Entretenimiento)
Grouper: Marisol Cabrera (Casa José Cuervo)
Account Executive: Mónica Ávila (Ache Entretenimiento)
Media placement: Presentation Card - ... - 01/03/2009
Media placement: Audiovisual Presentation - ... - 01/03/2009
Media placement: ... - ... - ...

Describe the objective of the promotion.
The main practical characteristic of José Cuervo Traditional is the way that its flavour improves when frozen. That's why Tradicional is the ideal frozen shot. But how to transform this practical characteristic into an exceptional sensorial experience?

Describe how the promotion developed from concept to implementation
Mexico is a country without snow. In fact, the majority of Mexicans have never seen snow in their lives, which is why we chose Mexico's three main cities to put on our frozen parties, turning a commonplace, warm moment into a frozen one. We had a frozen ramp of packed snow. Guests slid down after taking a shot of frozen Tradicional in a chilled shot glass, plunging into the brand experience. Through 3 parties: FROZEN HALLOWEEN (MONTERREY), FROZEN PARTY (MEXICO CITY) and ICE FACTORY (GUADALAJARA) we change the common party scheme into a fresh one.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Frozen Traditional parties were covered by different magazines, newspapers, blogs and websites, transmitting content free of charge ($1,880,939.10 pesos were saved in free coverage) and boosting our activities by word of mouth. We brought freezing temperatures to three cities with average temperatures of 30 degrees Celsius (86 degrees Fahrenheit). We used 150 tons of snow to create the frozen experience. 6,020 guests lived this frozen experience, happy to be a part of what had become the most eagerly anticipated series of events of 2009, leaving thousands of others who would have liked to do the same.

Explain why the method of promotion was most relevant to the product or service
Traditional has linked to frozen platform because it was the best option for keeping that fresh and trendy image through the Ice Bar Opening in the Condesa´s neighborhood. By sponsoring some opening events that could allow it to stay permanently such as the brand´s home, an iceman was contracted for ice sculpting some objects under Traditional Congelado concept for making the audience appreciate fully the brand´s magnificence. The frozen concept was adapted to BTL by frozen brand experiences to make bigger those consumption moments where you just drink a Traditional shot turning into the best time to enjoy Traditional.