¡ÚNETE!
Todos los campos son obligatorios… you know…
PROUD OF WHO WE ARE
INITIAL CHALLENGE
The confinement caused by COVID19 brought society to a standstill. And DYC, as the only Spanish whisky brand in the category, wanted to be closer to people than ever, given the dramatic moment we were all living through.
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STRATEGIC REFRAMING
For our activation during the period of deconfinement, we went from using the usual outdoor media to inventing the most effective way to be closer than ever to the people: their own balconies. Because, to raise Spaniards’ self-esteem by valuing everything we are capable of when we come together, there is no better way to connect with Spanish society than on the balconies, at street level, as close as possible to the people.
THE IDEA
We created “Proud of Who We Are” balconies. An idea that involved neighbors lending us their balconies as the vehicle for our campaign. But not only that, for each citizen who wanted to hang a message on their balcony, DYC donated money to the food bank. We made a series of posters with positive messages to help raise the spirits of the Spanish people.
RESULTS
We managed to donate €50,000 to the food bank, which meant providing more than 16,000 meals.
CUMULATIVE TOTAL AUDIENCE +39M – PR VALUE €1.3M – MEDIA APPEARANCES 37
HELPING BRAND PERCEPTION:
MOST RELEVANT BRAND IN THE WHISKY CATEGORY WITH A DIGITAL SOV OF 30%.
BRAND WHOSE BRAND POWER IS GROWING MORE THAN THE TOP6 BRANDS. BRAND CONTRIBUTING MOST TO RETAIL CHANNEL GROWTH IN VALUE 33% OF GROWTH
AND IN VOLUME 41% OF GROWTH
