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The Mysterious Black Print

基本信息
行业: 专业与公共服务
媒体:网络
投放:秘鲁
风格: Minimalism
说明cnen
Campaign Description
We created an innovative piece that clearly showed the brand’s concept: An equinoctial brew, for the chosen few; turning a simple printed ad into an interactive experience. The brand published a print with a hidden message that could only be revealed with a mobile LED flashlight, without any apps or QR. Using a unique printing technique, we developed an ad that revealed Abraxas’ secret message using light through a completely obscure page. Appealing to a very simple tool in all phones, users could interact and discover a brand in a totally new experience.The black-printed page symbolized darkness, while the following white page represented light, thus bringing to life the brand’s narrative of balance and mystery, allowing only the chosen ones to discover Abraxas.
Strategy
The brand has a key role in SABMiller’s portfolio because it gives consumers an option to switch from liquors and consolidate the role of beer in special occasions.It has a very niche audience: middle-aged men (30-45) with high social/economic status, eager to gain knowledge and a selective profile for brands. Abraxas is for clever minds ready to discover a brand with depth; they are the ones who will enjoy the product.Mobile technology has a very high penetration in our target, with more than 72% making it the perfect tool to interact with traditional media. We used a basic tool that every smartphone has (LED flashlight) avoiding using apps or QR, thus easing the process for the audience. This approach of mixing two different touch points in one ad was seen as very innovative, generating remarkable awareness and buzz for the new brand.
Outcome
We positioned the brand as the first Ultra Premium Ale in Peru giving consumers an option to switch in occasions that used to be accompanied by spirits.•+5pp of market share in the Ultra Premium segment during campaign.•+44% volume increase during the campaign.•1,049% ROI from the print. Only one ad published in that period.Media around the world was amazed by the piece trying to crack the code behind its technology and production. Drupa, Lüzers Archive, AdWeek, Creapills, Digitalbuzz, Trendhunter, LatinSpots, among other important worldwide specialized media reached the brand for answers but the mystery was never unveiled.
Execution
Creating this piece needed thorough research on the print field, continuous iterations and programmed testing to obtain the needed outcome. The ad consisted of two pieces of paper glued together, each with different weight allowing the light to get through and unveil the hidden message.To contact our target, we developed a strategy with specific touch points enhancing a powerful narrative through its key benefit: the secrecy and mystique surrounding Abraxas’ brewing. Due to our audience sophistication we needed a highly innovative approach and surprise them to position our brand through the use of liquor codes on specialized media such as Lima Magazine in its Father’s Day edition appealing to the male consumer.As a result, we had an interactive experience generating awareness for a new brand in 9,000 magazine prints to our potential target (high and upper-middle SES) with the ad.
Synopsis
Abraxas, SABMiller’s Ultra Premium Ale was launched in Peru to compete with spirits in a market with reduced variety of premium options in the beer category. The brand asked us to create an innovative and effective ad to celebrate its launching, generate awareness for the new product and increase the company’s market share.We had a very powerful brand backed by a mysterious storytelling that had to be communicated to engage its potential consumers. Only twice a year, during the equinox, when light and darkness are perfectly balanced, Abraxas is brewed with its secret ingredients. This concept had to be portrayed through an innovative idea to attract our target, with an efficiently used budget.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
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文案:
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剪辑:
其他职位:Brand Manager: Sergio Servan del Valle
Jr. Copywriter: Andrés Aranguren
Account VP; Carlos Bernal
Jr. Digital Manager: Jennifer Conley
CEO; Jose Carlos Mariategui
Global Brand Director: Jose Eyzaguirre
Head of Art: Augusto Landauro
Agency Producer: Sebastian Castro
奖项
戛纳国际创意节 2016
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