Cannes Lions

BODEGA NAVARRO CORREAS

LEO BURNETT COLOMBIA, Bogota / DIAGEO / 2012

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Overview

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Credits

Overview

Description

We created a 13 x 8.2 foot structure with 1000 acrylic cells and an automated robotic mechanism, that would be filled with 6 different shades of wine, people could choose a cell and sent a text message, and the robot filled each box with wine. At the end people could recreate the Van Gogh's self portrait and build a masterpiece with our masterpiece Navarro Correas wine.

Execution

To bring closer the brand to the people, we decided to take it out of the channel and perform an activity in an unconventional scenario: 93 Park (an important spot in Bogota). We gave people the power to become artists for a day to create a work of art with wine, using just their mobile phone.We created a 13 x 8.2 foot structure with 1,000 acrylic cells and an automated robotic mechanism, that would be filled with 6 different shades of wine, people could choose a cell and sent a text message, and the robot filled each box with wine. At the end people could recreate the Van Gogh's self portrait and build a masterpiece with our masterpiece Navarro Correas wine.

Outcome

Sales increased on 32% from July to December of 2011 compared to the same period of time on 2010.We achieved more than 12,000 contacts in the park's natural traffic.

More than 32,000 views on YouTube spread the activity in social networks.

Over 685 people to become followers of the brand profile on Facebook.

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