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Corona is a world-wide known beer brand which actively communicates as a symbol of freedom for bold and spontaneous people. The brand not only inspires us to enjoy meaningful moments outside but is also a dedicated advocate around environmental causes. We are becoming more and more aware of the fact that modern life means, besides other things, a significant increase in energy consumption. At the same time, people usually get caught up in their daily routine and are no longer willing to enjoy the meaningful moments spent outside. So, in 2019, Corona decided to go bigger and join a worldwide symbolic action known as Earth Hour. The action implies that we all need to take responsibility about our own generated ecologic footprints. Each year, on the 30th of March, at 20:30 everyone is invited to turn off the light for an hour, as a manifest for fighting climate change. Corona thus adhered to this movement, in its own style and it was a blast. During the research phase, we looked back at our history and we soon found out that dimmed lights has a strong resonance in Romania’s collective mind. Romania has been forced to face darkness for many years during the communist regime. And even then, there were voices militating for their beliefs just like Corona is militating nowadays. Timpuri Noi, a largely appreciated rock band launched the song called ‘Becule’ that blamed in a satiric way the entire abusive system. Their play was our starting point in this campaign based on a very simple psychological truth: thoughts and memories generate emotions which stand at the basis of our actions and behaviors. And we needed people to act so we gave them the emotion. Together with another local band, Vita de Vie, we released a remake of the song Becule, only this time we changed the lyrics and encouraged people to turn off the lights and spend more time outside. We used this song not only to grab people’s attention and spark emotion but also as a teaser for a bigger purpose: an acoustic concert during Earth Day, where people got to turn off the lights by ordering Corona and spend more time outside with their friends.
General Information:
Strategy:
Strategy: Corona’s strategic mantra for the year 2019 can be easily summarized: Corona is the brand that invites you to disconnect from routine and reconnect with your essential nature. Thus, we needed to continue our mission and not only inspire people but also enable them to go outside more often and live moments that matter, with a Corona in hand. As the main objectives for the entire year reflected a desire of growth in awareness and consideration, our strategy was built on relevant moments throughout the year and focused on creating experiences on those moments that were very relevant for the brand (Earth Day, Earth Hour).
Shortly said, our main objectives were:
1. Become Top of Mind Spontaneous Brand Awareness and Communication Awareness Indicators on a positive trend starting H1 2019
2. Improvement of Consideration and and trial key brand indicators compared to last year.
We needed to look at our target audience: young professionals curious about the world around them. Their identity that is not fixed, but fluid and constantly evolving, therefore they are positive about new experiences and taking risks. Every experience is a new story, a story to be shared with friends. They ae also environmentally savvy and needed the right occasions to go out and stand out with their own principles and beliefs.
Execution:
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