San Juan: Where Is My Otorongo? [video]

Credits & Description:

For decades, SABMIller’s San Juan beer has been, by far, the favorite beer of the Peruvian Amazon region. Since its launch, a jaguar known as "otorongo", native to the region, has been its symbol. Sadly, due to deforestation and poaching, the otorongo is now a species in danger of extinction. There are only 6.000 otorongos left in Peru. In order to change this situation, during the hugely popular February carnival, San Juan removed the jaguar 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 mirroring the problem. Reactions came quickly, ranging from surprise to indignation. By FCB Mayo Lima - ¿Dónde Está El Otorongo?
Advertiser: Backus SABMiller
Brand: San Juan
Media: Ambient
Media: Outdoor
Category: Alcoholic Drinks
Agency: FCB
Geo: Peru
San Juan Beer: Where is my otorongo
Advertising Agency: FCB Mayo, Lima, Peru
Chief Creative Officer: Humberto Polar
Executive Creative Director: Flavio Pantigoso
Creative Director: Víctor Vélez
Copywriters: Jorge Bryson, Tony Ramos
Art Directors: Julio Oshiro, Alejandro Bottas
Client Services Director: Ernesto Melgar
Account Director: Lorena Oxenford
Account Executive: Tania Rosales
Production Directors: Alonso Palomino, Andrea Lenz
Production Supervisor: Sebastian Salinas
Production House: Espíritu
Director: Tito Köster
Photography Director: Luis Zelada
Director Assistant: Alessandro Mosca
Executive Producer: Paola Paz
Producer: Lorena Goyenechea
Producer Assistant: Carmen Tejada
First Camera Assistant: Ricardo Pigati
Editor: Jorge Vivanco
Post Production: Jorge Vivanco
General Field Producer: Rafael Acuña
Field producers: Jill Galindo, Jose Luis Maura
Field Production: Del Mate Producciones
Audio: La Sonora
Music: Gonzalo Polar
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.