San Juan: Where Is My Otorongo?

Credits & Description:

Agency: Fcb Mayo
Brand: Backus Sabmiller
Country: Peru
Advertising Agency: Fcb Mayo, Lima
Entrant Company: Fcb Mayo, Lima
Media Agency: Fcb Mayo, Lima
Pr Agency: Fcb Mayo, Lima
Production Company: Espíritu, Lima
Additional Company: Espíritu, Lima
Producer Assistant: Carmen Tejada (Espíritu)
Field Producer: Jill Galindo (Del Mate Producciones)
Account Executive: Tania Rosales (Fcb Mayo)
Director: Tito Köster (Espíritu)
Copywriter: Tony Ramos (Fcb Mayo)
Btl Producer: Andrea Lenz (Fcb Mayo)
Account Director: Lorena Oxenford (Fcb Mayo)
Production Supervisor: Sebastian Salinas (Fcb Mayo)
Designer: Ximena Dueñas (Fcb Mayo)
Digital Art Director: Jefferson Vivanco (Fcb Mayo)
Post Production: Jorge Vivanco (Espíritu)
Field Producer: Jose Luis Maura (Del Mate Producciones)
Sound Studio: La Sonora (La Sonora)
Digital Project Manager: Lorena Duarte (Fcb Mayo)
Executive Producer: Paola Paz (Espíritu)
Content Manager: Iván Mejía (Fcb Mayo)
Art Director: Julio Oshiro (Fcb Mayo)
Director Of Photography: Luis Zelada (Espíritu)
Production Director: Alonso Palomino (Fcb Mayo)
Executive Creative Director: Flavio Pantigoso (Fcb Mayo)
Producer: Lorena Goyenechea (Espíritu)
Art Director: Alejandro Muñoz Bottas (Fcb Mayo)
Direction Assistant: Alessandro Mosca (Espíritu)
Digital Copywriter: José Miguel Lara (Fcb Mayo)
Field Producer: Rafael Acuña (Del Mate Producciones)
Chief Accounting Officer: Sandra Zarak (Fcb Mayo)
Innovation Director: Alejandro Borasino (Fcb Mayo)
Chief Creative Officer: Humberto Polar (Fcb Mayo)
Copywriter: Jorge Bryson (Fcb Mayo)
Content Manager: Sharie Neira (Fcb Mayo)
Creative Director: Víctor Vélez (Fcb Mayo)
Client Services Director: Ernesto Melgar (Fcb Mayo)
Music Director: Gonzalo Polar (La Sonora)
First Camera Assistant: Ricardo Pigati (Espíritu)
Digital Designer: Sergio Cárdenas (Fcb Mayo)
Synopsis:
•Situation: San Juan beer has been by far, the favorite beer in the Peruvian Amazon region for decades. A native jaguar of the region, locally called Otorongo, has always been its symbol and part of its logo. Sadly, due to deforestation and illegal hunting, only 6000 otorongos are left -an alarming number that people and authorities seem to ignore.•Brief: To find an impacting and different way of creating awareness in the population about the risk of endangerment of the otorongo, actively mobilizing them for its protection.•Objectives: To declare the otorongo a natural heritage of the region, urging authorities to implement an adequate legal framework to protect it. Once there were enough signatures on the petition, San Juan would put the jaguar back on its labels and obtain a formal commitment from authorities that the most beloved animal in the Amazon region would continue to be a part of it.
Execution:
San Juan beer removed the image of the otorongo from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of showing the problem. •Media channels and integration:-Bottles were the core means. -Convening Video-OOH, press ads and references and banners on TV/local radio -Launching event “Where is my otorongo”: musical groups, celebrities and authorities officially presented the action.-http://www.quevuelvaelotorongo.com to digitally collect signatures from interested parties added to signatures collected on the streets.-Intensive use of FB and tuits from celebrity endorsers: Hernán Vidaurre, Claudia Portocarrero, Tigresa del Oriente and Ruth Karina.•ScaleApproximately 3,000,000 million bottles of Cerveza San Juan were bottled; only 6,000 of them had the image of the otorongo on the labels; the other
994,000 portrayed a pig, rooster, cow and a dog, respectively, on the label.
Outcome:
•San Juan Beer led its consumers to understand the real danger of the otorongos’ extinction without compromising its sales in a top consumption season: 19,155 hectoliters. / 3,089,571 bottles of 620 ml sold. / More than USD$ 3,000,000 in sales.•People became more aware about the situation of otorongos and mobilized to find a solution through a platform the brand created.•+200 daily visits to the Website.•Donation to the regional government for the protection of the otorongo: $20,000.00•+480,000 users reached with each publication.•+20,000 people attended the launching event.•264,000 visits to videos.•70% positive comments.•+350 comments in average per publication•50 thousand signatures were collected to ask for the otorongo to be declared a natural heritage of Ucayali.•Fan Page Facebook: Reach +2 million (unique users).•Pucallpa FacebookUniverse: 120,000Scope: 51,065Impacts: 71,425•Lima FacebookUniverse: 1,478,607Scope: 417,532 Impacts: 666,253•The Otorongo was officially declared natural heritage of the region.
Campaign Description:
During the widely popular Amazon carnival, San Juan removed the otorongo image from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6,000 bottles with the otorongo were left for the purpose of showing the problem. Reactions came quickly, ranging from surprise to indignation. This indignation mobilized the people of Pucallpa, the largest city in the region, who took to the streets to demand the immediate return of their most highly valued symbol and to sign a petition for the jaguar to be officially declared natural heritage of the region. They urged authorities to implement an adequate legal framework to protect it.
Strategy:
•Target audience (consumer demographic/individuals/ organisations)Primary: Men and women ages 18 and up from the Peruvian Amazon region where the brand is distributed, with special focus on the Department of Ucayali. Secondary: Regional government authorities.•Media planning To motivate and inform about the current situation of Otorongos and their endangerment.To take advantage of high reach digital means, which are segmented to cities.To keep actions amplified on social networks through important influencers (KOLs) in the region and in Lima.•Approach To have the population live through the uncomfortable experience of feeling the absence of the otorongo so it would be simply impossible not to demand its return.