Silver
Creativity In B2B
Best Use of Direct Marketing
| Entrant: | DAVID, Bogotá |
| Brand: | Corona |
| Title: | "Sunset O´clock" |
| Corporate Name of Client: | Corona |
| Client Company: | AB InBev - Bavaria, Bogota |
| Global Chief Marketing Officer: | Clarissa Pantoja |
| Chief Marketing Officer: | Miguel Merino |
| Client Head of Brand Marketing: | Joao Pedro Gentil Zattar |
| Senior Client Brand Manager: | Juanita Leon |
| Clients: | Daniela Estevez/Juan Jose Muñoz/Alejandra Sierra/Camila Escobar/Laura Garcia/Jackson Niño/Camila Burgos |
| Media Companies: | ADBID, Bogotá/Zenith, Bogotá |
| PR Company: | DATTIS, Bogotá |
| Agency: | DAVID, Bogotá |
| Global Chief Creative Officer: | Pancho Cassis |
| Chief Creative Officer: | Carlos Camacho |
| Senior Copywriters: | Jonathan Rodriguez/Nicolas Tellez |
| Senior Art Directors: | Juan Manuel Linares/Alejandra Ramirez/Gabriel Muñoz/Gustavo Dallegrave |
| Art Directors: | Izmael Crespo/Julian Olivares/Javier Caceres |
| Agency Motion Designer: | Juan David Rivadeneira |
| Agency Managing Director: | Juan Pablo Garcia |
| Agency Brand Strategist: | Carmen De Ureña |
| Production Company: | Tornus, Santa Marta |
| Directors: | Dagoberto Ospina/David Ospina |
| 1st AD: | Mario Arrieta |
| 2nd AD: | Arnobis Vega |
| Producers: | Carlos Vélez/Diana Russo/Diego Díaz |
Description:
By tying the timestamp to the idea of sunset enjoyment, the campaign adds unique value to Corona beer and motivates shopkeepers to actively participate.
Amid Colombia's severe economic challenges in 2023, with high inflation and reduced consumer spending, we strategically utilized Bees, AbinBev's B2B platform, to counter negative sales trends by making shopkeepers the focal point of our campaign for the first time.
By using the existing timestamps on Corona bottles, we reminded shopkeepers of the optimal time to promote our beer, creating an interactive and memorable experience without any additional investment in in-store materials.
This strategy exemplifies creative commerce by transforming existing product elements into unique experiences that boost brand interaction, sales, and loyalty. The results were remarkable: $1MM in incremental net revenue within a month, over 12K shopkeepers engaged, and a 17% premium mix in participating points of sale.
The campaign achieved a high ROI of $1.89, 6.6MM influencer impressions, and 15MM free press reach. Consumer engagement saw a 67% uplift in net revenue, making it the best month ever for Corona on the TaDa platform and significantly increasing new customers.
This innovative approach not only addressed the economic challenges but also reinforced Corona's brand presence and loyalty through a cost-effective, impactful campaign.