Corona: LUNA CORONA

Credits & Description:

Type of entry: Use of Media
Category: Use of Outdoor
Advertiser: CONSTELLATION BRANDS
Product/Service: CORONA EXTRA
Agency: CRAMER KRASSELT Chicago, USA
Client: CONSTELLATION BRANDS
Product: CORONA EXTRA
Entrant: CRAMER KRASSELT Chicago, USA
Type of Entry: Use of Media
Category: Use of Outdoor
Entrant Company : CRAMER KRASSELT Chicago, USA
Advertising Agency : CRAMER KRASSELT Chicago, USA
Media Agency : DELTA MEDIA Miami, USA
Production Company : DISTRICT 7 MEDIA Alexandria, USA
Evp/Chief Creative Officer: Marshall Ross (Cramer/Krasselt)
Svp/Executive Creative Director: Derek Green (Cramer/Krasselt)
Group Creative Director: Derek Sherman (Cramer/Krasselt)
Group Creative Director: Jimmy Olson (Cramer/Krasselt)
Associate Creative Director: Rick Standley (Cramer/Krasselt)
Copywriter: Kris Kennedy (Cramer/Krasselt)
Art Director: Brandon Knowlden (Cramer/Krasselt)
Svp/Group Account Director: Renee Chez (Cramer/Krasselt)
Executive Producer: Scott Mcburnie (Cramer/Krasselt)
Producer: Cheryl Lindquist (Cramer/Krasselt)
Account Supervisor: Kaya Much (Cramer/Krasselt)
Art Buyer: Melissa Le Nicol (Cramer/Krasselt)
Director: Drew Geraci (District 7 Media)
Editing Company: Dan Zabinski (Whitehouse Post)
Visual Effects: Jared Yeater (The Mill)

Results and 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.

Creative 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.

Insights, Strategy and the Idea:
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.