Molson: LIQUID ART

Credits & Description:

Advertiser: MOLSON COORS CANADA
Agency: BBDO TORONTO
Category: Best Use of Outdoor
Advertising campaign: LIQUID ART
Vice President/Group Account Director: Brent Rivard (BBDO Toronto)
Account Executive: Jade Brent (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Photographer: Peter Shafrick
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Vice President/Associate Creative Director/Art Director: Deborah Prenger (BBDO Toronto)
Artist: Flelix Wittholtz
Account Supervisor: Gavin Wiggins (Proximity Canada)
Producer: Kathie Hinsta (BBDO Toronto)
Senior Vice President/Managing Director: Leslie Grossman (BBDO Toronto)
Vice President/Associate Creative Director/Writer: Nancy Crimi-Lamanna (BBDO Toronto)
Artist: Patrick Thompson

Strategy
The beer category is experiencing a seismic transformation; volume is flat and beer has become boring. Consumers are gravitating to other beverage choices. Through segmentation, we learned Molson brands are under-developed with the 'Smart & Stylish' set – people and occasions where your drink says as much about you as our clothes. From inception, Molson M was rooted in creativity. It was intentionally crafted with solid design cues, sophistication and an aura of heightened quality. We focused our efforts around the 'Creative Class' – a minority population that fuels creativity, that sets the pulse of a city’s scene – writers, artists, designers and musicians. The spark? We are all innately creative and when a person’s natural creativity is fostered, great things can happen. This led to our brand platform: Molson M allows natural creativity to flourish. We began focusing brand communications on celebrating artistry wherever it’s found, articulating it as ‘Liquid Art’.

Execution
A multi-media campaign expressed our positioning - Unleashing Creativity. In TV, ‘Liquid Art’ brought beer and artistry together. We celebrated the creativity of real masters perfecting their art. From our brew-master to street-artists to a renowned chef, we showcased their mastery. In OOH, we featured Molson M exploding onto the wall where it was transformed into street art, intrinsically linking the art and the liquid.Then we created the world’s first Twitter-powered mural. By mashing up two channels, a static billboard with a social media layer, we let consumers become part of the art itself and provided a uniquely creative experience.We encouraged consumers to tweet #MolsonM_art. With each tweet, a 100-foot mural in Toronto unfolded. To further solidify Molson M’s positioning, with each tweet we donated $1 to the Canadian Art Foundation. We then rewarded tweeters for their support by hand-painting their twitter handles on the mural itself.

Effectiveness
In less than six months, the results were already apparent:•In 30 days, there were 10,000 tweets, more than any other beer brand during the same time period. •Awareness increased +9% •The campaign increased perceptions of value (“Worth paying for”) and uniqueness (“Offers something different to other beer brands”), which drive purchase intent. •TV post-tracking showed top-shelf levels of enjoyment and distinction.•Our Twitter account grew 51 times over.•Our Facebook page grew +8%.•During the campaign, social mentions increased by 18 times.•We generated more than 11.6 million impressions.•MolsonCoors matched the 10k tweets for a total donation of $20,000.