Media > Use of Media

LUNA CORONA

CRAMER KRASSELT, Chicago / CONSTELLATION BRANDS / 2014

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

ConfidentialInformation

New York City is an extremely important market for Corona Extra for two reasons: it’s highly visible, and it accounts for more than 15% of Corona Extra’s U.S. sales.

Media expenditures for the campaign were less than $500,000.

Effectiveness

The campaign grew sales 7.9% in NYC, garnered 142,000+ views of the buzz video, collected 5,000+ “likes” on Corona Extra’s Facebook page and earned more than 100 unpaid media placements in the U.S. and abroad.

(It also helped that we dodged the very real possibility of rain and clouds ruining the event. Lucky, for sure.)

The campaign was so successful in building buzz in NYC that Corona decided to extend the outdoor buy for an additional month.

Execution

Our signature “lime in the bottle” shot is an iconic portrait. To show New Yorkers that they can find their beach at night, what if we used the actual crescent moon to represent the Corona lime? To do that, we created the first celestial interactive billboard ever.

First, we contacted some of the world’s top planetariums to see if it was even possible. It was. But the calculations had to be absolutely perfect.

Then, we scoured the city for the perfect board. After a long, tiresome search we found it: a double billboard in the middle of Manhattan.

We immediately began calculating where to stand to see it; designing for swag, PR and our owned digital channels; and began negotiations with local bars to host special New Year’s Eve-style Luna Corona parties.

Strategy

For 30 years, Corona has been steadily building their beach and daytime equity in the U.S. But with that success came typecasting – especially among New Yorkers, who consume Corona primarily during very specific daytime beer-drinking occasions.

The problem is that these daytime occasions don’t happen very often for New Yorkers. So, we needed to get New Yorkers (a very important market for Corona Extra) to remember us when they’re most often drinking beer: at night.

So the idea was simple. Get them to Get New Yorkers to see the ultimate daytime beer as the ultimate night time beer. Doing so in a huge, iconic way.

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