Dos Equis Design & Branding, Case study Dos Equis 'The Most Interesting Man' Case Study Euro Rscg New York

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Dos Equis 'The Most Interesting Man' Case Study

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Sector Cerveza
Media Design & Branding, Case study
Mercado Estados Unidos
Agencia Euro Rscg New York
Publicado junio 2009

Premios

D&AD Awards 2010
Integrated Integrated Nomination

Creditos y descripciones

Type of Entry: Titanium and Integrated
Title: MOST INTERESTING MAN
Advertiser/Client: HEINEKEN
Product/Service: DOS EQUIS
Entrant Company: EURO RSCG WORLDWIDE New York, USA
Advertising Agency: EURO RSCG WORLDWIDE New York, USA
Creative Credits
Name Company Position
Conway Williamson EURO RSCG Chief Creative Officer
Dave Weinstock EURO RSCG Copywriter
Dave Arnold EURO RSCG Art Director
Andy Currie EURO RSCG Copywriter
Dan Fried EURO RSCG Producer
Steve Miller Radical Films Director
Mary Perhach EURO RSCG Global Chief Communications Officer
Katy Milmoe EURO RSCG Account Director
Katie Pearson EURO RSCG Account Supervisor
Details
Describe the campaign/entry:
Beer advertisers seem to believe that images of buxom ladies, tailgating and frothy glasses are the ticket. While a fairly low degree of intelligence is assumed, research revealed that our target did actually have a brain and was rather irked by the clichés and potty humour employed by the category. They felt misrepresented, misunderstood. These guys wanted to be seen as interesting, and conversely, they were terrified of being perceived as boring. Inspired by this insight, we set out to turn the category on its head. In place of Joe Drinker with an easily relatable lifestyle, we created the Most Interesting Man in the World (MIM.) Instead of soothing the drinker with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired in Hemingway-style suits and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.
Give some idea of how successful this campaign/entry was with both client and consumer:
2008 case sales increased 21% vs. YAG while beer, Import & Specialty category growth remained flat to negative. Key tracking metrics, “different,” “cool,” and “worth the price” all rose considerably. Particularly among those who had seen the campaign. Similarly, trial, awareness and consideration all increased at a much higher rate for those who had seen the advertising. Tracking also showed that the more campaign elements our audience saw, the more their consideration rose; evidence that the integrated campaign worked as a whole. Lastly, since the Assistant Search launched, site traffic increased 350% while the number of hits on the campaign website rose 1,283% vs. YAG from 2.3MM to 31.8MM. The average length of time spent on the site also increased over a minute to 5:50min. The result? Nearly 10,000 entries from all 50 states.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We created a communications plan that presented the MIM as a bona fide celebrity. Using multiple touch-points, we blurred the lines between fact and fantasy, allowing our audience to play along. TV :30’s are a montage of the MIM’s exotic adventures designed to build his lore and legend. :15s provide our target with wit, wisdom and sage advice garnered from a life lived interestingly. TV is refreshed frequently to keep target engaged. OOH: Promotes overall brand awareness, and extends reach of MIM’s wisdom beyond TV. Events/PR: An elaborate funeral procession. The deceased was Steve, the MIM’s esteemed assistant and right-hand man. Although unable to attend in person, the MIM gave a telecast eulogy and, at the same time, announced he would be accepting applications for Steve’s successor. Interactive: Serves as central hub to build community and interactivity among target. Assistant search microsite developed for application process.