Advertiser: BEER DESPERADOS (HEINEKEN)
Agency: SHACKLETON
Category: Permanent Retail
Advertising campaign: #SNATCH DESPERADOS
Copywriter: Fran De Castro (Shackleton)
Digital Creative Director: Antonio Herrero (Shackleton)
Account Executive: Laura Fernández (Shackleton)
Creative Supervisor: Coke Rueda (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Account Executive: Rocío Cano (Shackleton)
Digital Producer: Rodrigo Menéndez (Shackleton)
Digital Production Manager: Gonzalo Fernández De Córdoba (Shackleton)
Digital Programmer: Javier Pérez (Shackleton)
DM/Creative Director: Monica Balanzategui (Shackleton)
Brand Manager: Paola González (Shackleton)
Execution
The creative execution was carefully ADJUSTED TO THE THEME of the #snatch desperados parties we were promoting. We convinced influencers to go to the party by snatching their most valuable asset, their blogs or online publication site.Once they lived the experience, the promotional action itself became an attractive CONTENT for them to communicate in their media. The PERSONALIZATION of the invitation (email, snatched blogs and landing) made it a unique and exclusive experience, differentiating the brand from its competition.
Outcome
There was a surprising 100% click-through rate.96% of the influencers who received the email, confirmed their attendance (60% above estimates).73% of the influencers actually gave media coverage of the parties and their experience in their profiles. Desperados increased the notoriety to such level that #Snatchdesperados parties has returned for a second edition.
Client Brief Or Objective
The French beer, Desperados launched #SnatchDesperados, a series of secret parties primarily announced in its Facebook and Twitter profiles. Abandoned markets, cabaret dances, albine serpents, henna tattoo artists, decadence make-up artists, worms and ants for dinner…underground brand experiences to the rhythm of house music. Objectives:- Generate notoriety among young people, particularly in the 18-25 age group.- Increase the media impact of the parties by inviting influencers and bloggers from the fashion, music, art, and photography scene to live the experience and share it among their circle.
Implementation
How do you get the most influential bloggers to go to a party? By hitting them where it hurts the most. So, we snatched the blogs of the most influential bloggers. Their attendance to the parties became their bargaining chip to recover their blogs. How? 96 hours before the party they received an email that showed 'proof' that their blog or online publication had been snatched. Once they clicked, the emailing led them to a landing page with a QR Code with clear instructions on how to recover their profiles intact. Three days before the party, they received an SMS to confirm their attendance.