Corona Hotel: Save The Beach

Agency: JWT Spain
Client: GModelo Europa SAU
Product: Corona Beer

Objectives

This case reflects effectiveness from different points of view. First of all, it proves that great results in terms of coverage, visibility and even sales performance can be generated by a low budget event. It demonstrates the power of a big idea to create great buzzing and free publicity coverage. It shows how a local activity can spread worldwide. It also underlines the power of unconventionality, innovation and disruptive work. Most of all, it shows how ideas in the new media environment can be transformed into more than just "messages and communication": they can be translated into "things" that people can enjoy as real experiences. We are going to share the success story of how a brand idea has been transformed into a tangible and innovative piece of art and creativity reaching local effectiveness and an amazing coverage around the world.