Cervezas San Miguel, the most international Spanish beer company, …
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.
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
Cliente
Mahou-San Miguel
Acciones
Planificación y compra de medios
Categoría
FMGC
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.
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.
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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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