Categories Name : SPECIAL AWARDS
Sub-Category : Best Digital OOH Campaign
Campaign Name : Corona Loong Weekend
Corona Beer disrupted conventional beer marketing tactics by rejecting the prevalent sports sponsorship model. Instead, the brand encouraged Indians to prioritize relaxation, transforming ordinary long weekends into memorable vacations. Corona made clever use of strategic integrated media approach and achieved significant sales growth and bolstered its brand presence, establishing itself as a leader in promoting leisure over sports-centric beer consumption. We leveraged social media to extend our reach and inspire our audience to fulfill their wanderlust by planning their ideal long weekend getaways. Adopting the "imagine yourself there" approach, Corona initiated its campaign by captivating consumers with picturesque content showcasing weekend getaways that promised a welcome escape from their demanding routines. One of the biggest sources of joy and thrill for a corporate slave is to write that Out of Office Message when taking a leave! Traditionally bland and formal, we sought to inject creativity and fun into this experience by encouraging our audience to write their OOO messages in imaginative ways. The most creatively written messages became the cornerstone of our campaign content, featured across various channels including social media, digital out-of-home (OOH) ads, and even on our special edition 6-packs designed specifically for this campaign. By celebrating the creativity of our audience, we transformed a mundane task into a memorable and engaging opportunity to interact with our brand. Results Our Objective Business Objective – We had set an ambitious sales target of increase overall sales 15-20% which translated into sales of +22KHL of Beers Marketing Objective – We wanted to exploit the power of the ‘gram’ and other social media channels to achieve the following objectives: Reach - 2Mn We surpassed our target by a whopping +250%, reaching 5.7 Mn audience! Impressions - 4Mn We were able to supersede our impressions by 350% as against our set targets,