While Knowing we had a brand most associated with hot weather and summer beach days, our challenge was to help Canadians reimagine Corona as the perfect complement to their outdoor activities not only in the summer, but also in the wintertime.

Our aim was to provide utility to Canadians across the country, with personalized messages that not only helped them plan their outdoor activities, but also helped them envision the après that follows. After all, a Corona and lime can be just as delicious chilled in winter snow, as in a bucket of ice on a summer beach. Now all that was left was to convince Canadians… And there had to be a better way to help them get outside to enjoy Canada.

The Corona consumer has an active lifestyle. While they might be playing beach volleyball or surfing in the summer, they’re also on the hills snowboarding, or hiking in the winter. They say the number one Alexa search in Canada is asking how the weather is… Knowing up-to-date weather info is top-of-mind for outdoor-loving Canadians.

We created personalized weather reports designed to resonate with consumers based on data. Integrating location, real-time weather and daytime, our reports were served to Canadians via Twitter and YouTube pre-roll.

By working with a DCO partner (dynamic creative optimization) we were able to build a plan that catered to Canadians across the country. We took all foreseeable winter weather conditions into account and shot 11 fun visual representations of weather such as fog, rain, snow and blizzard – all interpreted through the iconic Corona bottle and a slice of lime. Our partners were briefed to serve the assets in real time based on Weather Channel triggers in each respective city across Canada. The copy that accompanied them suggested complementary outdoor activities based on the weather at that moment.

While it might have been a blizzard in Halifax, icy conditions in Toronto and sunny in Calgary – locals saw fun in our accurate reports of real time weather on Twitter and YouTube. 

During the day we provided utility to embrace the outdoor Corona lifestyle and in the afternoons we switched to reminding consumers that no matter what kind of day they’d had – a Corona après was a great way to relax and unwind!

With 11 static images (weather triggers), 66 copy options, across 12 key Canadian markets, the DCO partnership deployed 400+ localized and accurate weather content pieces via Twitter and YouTube Director’s mix across the country, reminding them to get outside and that Corona is not just a summer beer but a great winter beer as well.

Canadians noticed the personalized effort from the brand. Within a few short weeks in market, we accomplished the KPIs and then some:

Ad recall: +26.9% lift, +79% over our original KPI, also a best in class result through Google top 25% Canadian studies in past 12 months)

Over 400+ personalized and localized ads created

Consideration: +4.0%, a best in class result through Google (top 25% Canadian studies in past 12 months)

93% viewability for ads that most would glance over

1,120,635 unique Canadians reached

The campaign was such a success that the Corona Weather Report will be rolled out as an always on program, inspiring Canadians to get outside and enjoy the weather 365 days a year, and of course, a Corona for their après!