We had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. We needed to make Pampero cool. For this purpose, we focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and what’s not. So, if they say Pampero is cool, everybody will follow them. The job is done. Traditional advertising just doesn´t get to these people, art does.
Using Pampero Fundación, a foundation that supports alternative artists, we’ve created the world´s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro Alto.
With an annual budget of only €30.000 we generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, We doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly we had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK.
Why the method of promotion was most relevant to the product:
The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.
Ambient advertisment created by Leo Burnett, Portugal for Pampero, within the category: Alcoholic Drinks.
2nd Sales Promotion / Advertising Agency: Arc Worldwide, Lisbon, Portugal
Creative Director: Chacho Puebla
Copywriter: Juan Christmann
Art Director: Ricardo Toledo
Production Director: Cristina Almeida
Graphic Producer: António Junior
Graphic Producer: António Franca
Account Director: Inês Almeida
Account Executive: Francisco Silva
Creative Advisor: Tura
Av Producer: Hugo Lage
Digital Producers: Federico Bosch, Monica Rocha, Arc Worldwide Lisboa
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