brand electioneering

 

Client: S & N, San Miguel

Challenge

How to engage consumers when advertising isn’t hitting the spot? Urban 25-35 males are a key audience for the San Miguel brand and they are notoriously difficult to reach. Brand Electioneering created a campaign challenging this group to ‘look deeper’ and discover the brand’s ‘hidden depths’.

Solution

We created a powerful campaign based on a San Miguel brand truth that in taste tests the product was found to be extremely refreshing but still possess a true depth of flavour, a unique combination in a beer. This, overlaid with an audience truth that this group are prepared not only to seek out new experiences and content but are also happy to pass it on gave Brand Electioneering the inspiration for ‘Hidden Depths.’ We gave this audience group the opportunity to build their social currency and show others their hidden depths.

The promotion saw San Miguel behaving more like a promoter than a typical beer brand with all activity delivered at a street level. In order to participate, consumers had to discover the activity for themselves via street flyers, an email from the featured artist or a tip-off from someone in the know. Access to the exclusive and intimate events was only available by application to the ‘Hidden Depths’ website where they could also download special mixes and content from the events.

The events, held in San Miguel stockists, were curated by hosts from the worlds of music and media, including Secret Sundaze, Wall of Sound and Warp films. Venue size was deliberately kept small and attendance strictly limited. Only 5,000 people per year have the chance to attend the events and this was a deliberate strategy to maintain exclusivity.  Mass awareness of the brand campaign was achieved through pre promotion, online presence and PR which together generated more than 130 million OTS for ‘Hidden Depths’ and San Miguel.

The key objective was quality not quantity of brand interaction and the campaign certainly delivered against this objective!

Results

During the campaign we delivered more than 70,000 brand experiences. Just as importantly, however, post campaign research revealed that this converted over 60,000 brand advocates who in turn, through on and offline word of mouth, told on average 11 people about their positive San Miguel experience, creating a huge groundswell of peer-to-peer brand endorsement that could never have been achieved by advertising.

Our client S & N were so impressed with the results of the campaign that ‘Hidden Depths’ is now used as a best practice case study for their business.

 

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