Cervezas San Miguel Vueling

Cómo comunicamos la nueva campaña de San Miguel en 4 mercados europeos a través de publicidad en aerolíneas

Background

Cervezas San Miguel, the most international Spanish beer company, …

Background

Cervezas San Miguel, the most international Spanish beer company, wanted to communicate their new global campaign HERE’S TO THE SEEKERS to their target audience across European markets and in an impactful way. In addition to an ambitious reach goal, they also wanted to involve key points of sale in specific markets, motivating sales and product rotation.

Our work

Atlas proposed a new out-of-the-box approach to San Miguel’s usual tactics, acquiring a new media space never used by the brand before: in-flight media. Even though this campaign was targeting Italy and the Nordic countries at first, its great success soon transpired to other local teams, adding France and Portugal to the campaign. 

Besides managing the airline media, Atlas also developed a unique landing page to generate more customer engagement with the brand and to give San Miguel the possibility to support their national distributors and points-of-sale.

Clients

Mahou-San Miguel

Category

FMGC

The Keys

Media planning & buying

The results were phenomenal.

2.440.306

Impacts

292.162

Passengers

10.328

Users

9.627

Unique user

6,11%

Interactions 26% on mobile

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Cliente

Mahou-San Miguel

Acciones

Planificación y compra de medios

Categoría

FMGC

Background

Cervezas San Miguel, la compañía cervecera española más internacional, quería comunicar su nueva campaña global HERE’S TO THE SEEKERS a su público objetivo en todos los mercados europeos y de forma impactante. Además de un ambicioso objetivo de alcance, también querían implicar a los puntos de venta clave en mercados específicos, motivando las ventas y la rotación de productos.

Nuestro trabajo

Atlas propuso un nuevo enfoque a las tácticas habituales de San Miguel, adquiriendo un nuevo espacio mediático nunca antes utilizado por la marca: los medios de comunicación a bordo de los aviones. Aunque esta campaña se dirigía a Italia y los países nórdicos en un principio, su gran éxito pronto se trasladó a otros equipos locales, añadiendo Francia y Portugal a la campaña. 

Además de gestionar los medios de las aerolíneas, Atlas también desarrolló una página de aterrizaje única para generar un mayor compromiso de los clientes con la marca y dar a San Miguel la posibilidad de apoyar a sus distribuidores nacionales y puntos de venta.

Los resultados fueron extraordinarios.

2.440.306

Impactos

292.162

Pasajeros

10.328

Usuarios

9.627

Usuarios únicos

6,11%

Interactions
26% on mobile

Proyectos relacionados

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Cervezas San Miguel en Italia

La principal empresa cervecera española.
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Empresa beneficiaria de las subvenciones de la Junta de Comunidades de Castilla-La Mancha: Ayudas -Adelante Digitalización- para el fomento de la inversión y la mejora de la productividad empresarial.

Proyecto incentivado con una subvención cofinanciada por el Fondo Europeo de Desarrollo Regional.

Objetivo del proyecto: La modernización de las estrategias de comunicación y venta para el impulso de la actividad de comercio electrónico de las pymes.

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Protección de datos personales

RESPONSABLE (DEL TRATAMIENTO)

Datos de contacto del responsable del tratamiento: Atlas Marketing Studio SL (CIF: B13628136) hola@atlasmarketingstudio.com

DERECHOS DE PROTECCIÓN DE DATOS

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    • Se recopilará su dirección IP, que se utilizará para verificar el origen del mensaje con el fin de ofrecerle recomendaciones adecuadas (por ejemplo, recomendaciones de profesionales y servicios de países distintos a España) y para detectar posibles irregularidades, así como datos relativos a su ISP.
    • También puede proporcionar sus datos a través de correo electrónico y otros medios de comunicación.
  • Correo electrónico: El proveedor del servicio de correo electrónico utilizado por Atlas Marketing Studio SL es Webmail.
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BOLETÍN O RSS POR CORREO ELECTRÓNICO

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  • Finalidad: El solicitante autoriza a Atlas Marketing Studio SL a analizar los documentos enviados, todo contenido accesible directamente a través de motores de búsqueda (Bing, Google, Baidu, DuckDuckGo, etc.), los perfiles mantenidos en redes sociales profesionales (LinkedIn, Xing, Viadeo, etc.), los datos obtenidos en las pruebas de acceso y la información revelada en la entrevista de trabajo, con el fin de evaluar su candidatura y poder, si es necesario, ofrecerle un puesto. Atlas Marketing Studio SL podrá utilizar los datos debidamente anonimizados para elaborar estadísticas sobre el tipo de personas que se postulan, con vistas a publicar informes al respecto.