¡ÚNETE!
Todos los campos son obligatorios… you know…
FESTIVALEANDO
INITIAL CHALLENGE
In a declining category such as rum and at a time when Brugal was anchored to an audience from 10 years ago, our challenge was to make Brugal a significant brand within its category and, above all, reconnect emotionally with young people.
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STRATEGIC REFRAMING
To achieve this, we had to find a place for the brand that combined one of our target’s true passions, music, with one of the main concerns of young people in this country: finding a job that makes them feel fulfilled.
THE IDEA
We created “Festivaling with Brugal,” an experience where 200 young people would spend the summer from festival to festival, spotting trends and generating content professionally and earning a salary for it.
LONG DISTANCE billboard
SPOTS
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RESULTS
+8 pp meaningfulness +320% engagement vs 2017 1.8 MM interactions 17.000 mentions 87% awareness +43% brand recall +122 brand interest 1.3 MM € PR Value +54% sales increase in premium benchmark
