Cannes Lions

TOAST FOR WHAT WE ARE

PHD COLOMBIA, Bogota / PERNOD RICARD / 2013

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Overview

Entries

Credits

Overview

Execution

We persuade three radio stations, radical advocates of music genres just like their audience, to bind on air and play a song of different musical style. We complete this action trough a toast for the authenticity, the symbol of the brand transversality, that way they recognized in front of millions their pleasure to hear other musical genres. An unprecedented move in the history of colombian radio.

Outcome

We Tuned on over two million people, the impact was such that an intervention of the speakers with our hashtag #brindemospor, we became trend topic on twitter. These actions make it increase the SOM of the brand in 6 points at the end of 2012, beating the leader and main competitor: Jhonnie Walker Red Label.

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