Category: Alcoholic Drinks
Advertiser: CCU
Product/Service: CERVEZA SANTA FE
Agency: KEPEL & MATA
Chief Creative Officer: Damian Kepel (Kepel Y Mata)
Creative Director: Álvaro Yérmoli (Kepel Y Mata)
Creative Director: Rodrigo Díaz (Kepel Y Mata)
Copywriters: Alvaro Yérmoli/Federico Wilhelm (Kepel Y Mata)
Art Director: Rodrigo Díaz/Juan Ignacio Etchanique (Kepel Y Mata)
Agency Producer: Lucho Lauría (Kepel Y Mata)
Directors: Diego Nuñez/Vladimir Duran (Peluca Films)
Executive Producer: Alejandro Di Michele (Peluca Films)
Post Production: Che Revolution Post (Che Revolution Post)
Media placement: TV Campaign – 3 Spots: DNA, Bar, Supermarket. - TV Air And Cable - February 20th, 2011
Media placement: Radio – 3 Spots - Local Transmitters - February 20th, 2011
Media placement: Outdoor – 5 Parts: Curl, Small Helmet, Airbag, Survivor Of Shipwreck, Small Party. - Gigantographies And Sextuples. - 20th February Of 2011
Describe the objective of the promotion.
The objectives of the promotion were to:
Strengthen the positive image of the brand and its connection to the consumer.
Increase brand awareness.
Increase sales volume of the brand.
Describe how the promotion developed from concept to implementation.
The concept began with the statement 'Cerveza Santa Fe knows its consumers as well as it knows its friends', The DNA (Documento Nacional del Amigo – National Friend Document) was created, where each person from Santa Fe can be recognised and identified by their nickname.
Explain why the method of promotion was most relevant to the product or service.
We developed a campaign that included TV, radio, outdoor, digital media and social networks, summoning all the Santa Fe people to get their DNA (Documento Nacional del Amigo – National Friend Document). With their DNA the consumer was able to access different benefits suggested by the brand such as discounts in bars and supermarkets, free tickets to shows, discos and local breweries.
Describe the success of the promotion with both client and consumer including some quantifiable results.
DNAs GIVEN: 21,000
CAMPAIGN CLOSING PARTY: 1,500 people
SALES: from March 1st to date the brand has had a regional sales growth of 14.3% within an industry that grew 4.5% in the same period.
FB: number of fans increased from 30,000 to 60,550 in 60 days.