Advertiser: GMODELO
Agency: JWT SPAIN
Category: Best Use of Digital Media
Advertising campaign: DESKTOP
Copywriter: Alvaro Gonzalez (JWT Spain)
Executive Creative Director: Jaime Chavarri (JWT Spain)
Account Manager: Claire Iturralde (JWT Spain)
Digital Department: Daniel Salgado (JWT Spain)
Digital Department: Maria Auxiliadora Barea (JWT Spain)
Head Of Digital And Account Manager: Fernando Martinez-Corbalan (JWT Spain)
Editor: Miguel Donaire (JWT Spain)
Creative Director: Paco Garcia (JWT Spain)
Producer: Luciano Firmo (JWT Spain)
Creative Director: Pablo Rodriguez-Meire (JWT Spain)
Account Manager: Anja Hoehne (JWT Spain)
Creative Director: Ivan De Dios (JWT Spain)
Art Director: Alejandro Lobo (JWT Spain)
Producer: Pablo Garcia (JWT Spain)
Account Executive: Stefanbo Piccini (JWT Spain)
Effectiveness
TSB website page saw increases in visits and fans. Furthermore, the idea spread quickly throughout the web with their own social networks.TSB platform appeared in several blogs related to wallpapers and environmental activism and the idea was spread throughout the internet. As such, many people were made aware of our cause and downloaded our work.Obviously, it was not a goal of achieving sales; what we really wanted to do was to disseminate the campaign and make the Save The Beach platform accessible to everyone. We achieved that and more. At Facebook.com/savethebeach, traffic grew by 27% and visitors to the 'Save the Beach' website grew by 31% just last month.
Execution
- Describe how the media team interpreted the creative idea and implemented it.The idea and the medium are closely related. We knew we had a compelling idea and that people would react positively and would want to be involved.- Describe the different channelsThe primary medium has been the computer; it is the mainstay where the wallpapers are installed. From there, through the internet, we have spread the idea and messages as well as our positive results. As such, our efforts have been able to reach to more and more people.
Strategy
This campaign forms part of Corona STB, a platform created by Corona to help protect the beaches.This time we wanted to do something with more personality and stays close to our fans.Corona's target audience is individuals between the ages of 18 and 45. Their relationship with the brand is very active. Furthermore, the public knows Corona as a proactive brand with many on-the-ground initiatives that are fun and close.The insight is a universal truth: everyone likes a good beach paradise wallpaper for their computer.For Corona, it was very important that people joined in the cause to take care of beaches. What better way to maintain their brand image than to create a platform dedicated solely to save its mark - the beach. For the public, it is also important to take care of the beaches, teaming up with their favorite beer on a mission to help the environment.