Brand Experience and Activation > Retail Experience & Activation

BAD BUNNY: THE NEW RELIGION

BUENA VIBRA GROUP, San Juan / RIMAS / 2019

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Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

Besides driving visibility towards his album and concert event by integrating a 360 digital strategy, we wanted to drive awareness towards Bad Bunny’s movement: The New Religion; a movement that represents Bad Bunny’s brand from his album cover to his online brand activations.

Background

Situation - Our agency had to create a strategy to launch Bad Bunny's concert in Puerto Rico held at the Coliseo de Puerto Rico on March 2019.

Brief - To announce his much-awaited concert in Puerto Rico, we created a nostalgia driven campaign with a massive digital media and experiential approach.

Objectives - Drive awareness towards Bad Bunny’s movement: The New Religion. A movement that represents Bad Bunny’s brand. From its album cover to his online brand activations.

Describe the creative idea

Beyond promoting his first homecoming show in Puerto Rico, we wanted to spread his movement, The New Religion, before and during the event by implementing offline activations and online content under the creative concept that speaks to his devoted fans; a celebration of 90's nostalgia and self-expression from beginning to end.

Describe the strategy

Establish new ways of promoting an event and creating concert experiences at the Coliseo de Puerto Rico by implementing a strategic use of online media and new standards in the music industry, from concert announcement, brand activations, ticket purchase, consumer interactions, production and exit.

The target audience was Bad Bunny's fans, specifically, Puerto Rican students and individuals between 16-30 years of age. Nevertheless, consumers were below and above of that range!

Describe the execution

To announce his much-awaited concert in Puerto Rico, we created a nostalgia driven campaign with a massive digital media and experiential approach. The campaign included the following executions:

Album cover design; Concert & tour key visual; Social Media Content & Videos; ATL Media Support (OOH / Radio / TV) and Brand Activations & Experience.

List the results

Business Impact - After these announcements, it only took 2 hours to sold out tickets for the first date and hour and a half for the second one.

Response Rate - Facebook Link Clicks Rate: 1.19% / Instagram Engagement Rate: 7%

Impressions - Hijacked the conversation for over 2 days with at least 100MM impressions and content from even the Governor. Excluding video views as an interaction just considering reactions and comments, we estimate that 13.4MM impressions were generated with our content inventory.

Change in behavior - Our website received more than 9,000 people in one day, being the highest traffic day since we opened the property.

Consumer Awareness - Awareness efforts produced more than +6MM interactions with the concert announcement post. These efforts reached more than 18,000 people per distributed piece of content related to the concert; all of this in just one day.

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