Corona Promo CORONA 2010 WORLD CUP STADIUM by Display Flash De Mexico

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Industry Beers and Ciders
Media Promo & PR
Market Mexico
Agency Display Flash De Mexico
Director Luis Concha
Creative Director Andres Fasel
Released May 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: GRUPO MODELO
Product/Service: BEER
Date of First Appearance: May 18 2010
Entrant Company: MICROPACK, Buenos Aires, ARGENTINA
Trade Marketing Manager: Hector Ceballos Marti (Grupo Modelo)
Director: Luis Concha (Display Flash de México)
Chief Executive Officer: Julio Miarnau (Micropack)
Creative Director: Andres Fasel (Micropack)
Account Manager: Felix Ireta (Display Flash de México)
Media placement: Corona Stadium Mega Exhibition - Comercial Mexicana Multiplaza Valle Dorado - 18 May 2010

Describe the objective of the promotion.
Corona has an important participation in soccer, both in Mexico and internationally. The company is also a sponsor of the “Mexican Federation of Football”, so the World Cup was an event that released a big campaign across all media. This promotion in particular was directed to supermarkets, and the objective was to involve the consumer in the World Cup mood and create a special shopping experience of buying beer to watch the games, increasing sales.

Describe how the promotion developed from concept to implementation.
The primary idea was to transport the World Cup to supermarkets. The client was thinking of something big, so we needed big stores. The idea was developing the Johannesburg Soccer City, from that we started moving by hand with our client and the stores to see what fitted both parts needs. We ended up with this version of the XXX stadium. Implementation required transportation and installation in 108 stores all over Mexico, so we used the patented pop-up system that enables packing in much less space than usually needed, and allowed easy and fast installation (20 min).

Explain why the method of promotion was most relevant to the product or service.
It was the first time in Mexico that a “Mega Exhibition” 3 x 3 meters was placed in supermarkets or any store at all. It was directly linked to the World Cup; the entrance gates allowed people to enter the stadium as if they were national team players (it was hard to resist), and inside the stadium 720 Corona beer bottles were the fans. We even added a printed floor mat with field graphics to increase the feeling. It was a simple powerful promotion making the link between all the media World Cup campaigns, Mexico’s Team and consumers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action started as a 56-store promotion. When field people saw the first stadium, the coverage increase only ended with time and production restrictions. It scaled to 108 full stadiums, we even had to do 36 half stadium version for smaller stores. It was a success for the client as the best promotion in the point of purchase by far against the competition. For the clients it was an event to have a “stadium” in the stores never seen in Mexico and they gave us their approval and applause by increasing in 11.2 % sales compared to non-stadium stores.