Cannes Lions

BEER

MEC UNITED KINGDOM, London / CERVECERIA CHILE /CERVEZA BALTICA / 2011

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Overview

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Credits

Overview

Description

Budget beer brand Baltica wanted to drive sales around the 2010 football World Cup by offering purchasers a free poster of some beautiful women. We knew that a poster alone would not be enough. What beer drinkers really wanted to do was meet the beautiful girls they see in beer adverts on TV.Our solution was to turn the girls on the Baltica poster into Las Baltichicas and give our target market the chance to meet them via the media and in person.We transformed Las Batichicas into brand celebrities via two days of intensive activity. First, we visited key media outlets (the sports press and TV that our target of football fans loved) to turn Las Baltichicas into stars.Then we organised a series of one-day-only meet the fans events with the media there to record the event. We took Las Baltichicas to key locations downtown, on university campuses and in car mechanic garages.We smashed both our brand consideration and share targets. All brand scores improved with consideration up by 19%. Baltica Beer gained five points of market share in the budget beer sector. PR ROI alone was 29:1.

Execution

We transformed Las Batichicas into brand celebrities via two days of intensive activity.First we visited key media outlets (the sports press and TV that our target of football fans loved) to turn Las Baltichicas into stars.Then we organised a series of one-day-only meet the fans events, taking the beautiful women that Chilean beer drinkers wanted to meet at key locations downtown, on university campuses and in car mechanic garages.Once again we ensured the media were there to record everything.We drove further reach via a bespoke Facebook fan page, photos on Flickr as well blogger outreach.We turned Las Baltichicas into stars and made the dreams of Chilean Beer drinkers come true.

Outcome

Las Baltichicas were massive – PR worth US $160,000.A social media takeover that included 3,500 Flickr followers.We smashed both our brand consideration and share targets.

All brand scores improved with consideration up by 19%.Baltica Beer gained five points of market share in the budget beer sector.PR ROI alone was 29:1.

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