Cervezas San Miguel in Italy

How to make an international campaign land naturally and make it work in the Italian market

Background

Cervezas San Miguel established “Here’s to the Seekers” as their international brand concept…

Background

Cervezas San Miguel established “Here’s to the Seekers” as their international brand concept and needed to make it work across markets within Europe, taking into consideration its original meaning in English and how this should not be altered when activating campaigns in other countries and languages.

Our work

We understood the nuances of the concept in English and came up with a nice localisation that would transmit that seeking spirit of the brand persona to the Italian consumer. And this is how “A chi ha sete di scoperta” was born. 


To bring this to life in Italy, the client wanted to test it through POS activations in bars and restaurants of two cities: Milan and Rome. We created a promo using codes the consumer received in exchange of product purchase, that were redeemed on a website, designed and produced decoration materials with the promo mechanics, as well as the prizes, designed and developed the website, 
and managed the activations with the POS owners and staff.



Clients

Mahou-San Miguel

Category

FMGC

The Keys

Media planning 
& buying

The results were phenomenal.

3.616

Website visits

294

Participants

14

POS involved

+60k

Video views 
from local users (Milan)

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Client

Mahou-San Miguel

The Keys

Media planning 
& buying

Category

FMGC

Background

Cervezas San Miguel established “Here’s to the Seekers” as their international brand concept and needed to make it work across markets within Europe, taking into consideration its original meaning in English and how this should not be altered when activating campaigns in other countries and languages.

Our Work

We understood the nuances of the concept in English and came up with a nice localisation that would transmit that seeking spirit of the brand persona to the Italian consumer. And this is how “A chi ha sete di scoperta” was born. 


To bring this to life in Italy, the client wanted to test it through POS activations in bars and restaurants of two cities: Milan and Rome. We created a promo using codes the consumer received in exchange of product purchase, that were redeemed on a website, designed and produced decoration materials with the promo mechanics, as well as the prizes, designed and developed the website, 
and managed the activations with the POS owners and staff.

The results were phenomenal.

3.616

Website visits

294

Participants


14

POS involved

+60k

Video views 
 rom local users (Milan)

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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.

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Privacy Policy

Protection of personal data

RESPONSIBLE (FOR PROCESSING)

Contact details of the data controller: Atlas Marketing Studio SL (CIF:B13628136) hola@atlasmarketingstudio.com

DATA PROTECTION RIGHTS

How to exercise your rights: Users may send a written communication to the email address indicated in the heading of this legal notice, including in both cases a photocopy of their ID card or other similar identification document, to request the exercise of the following rights:

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Models, forms and more information on the rights referred to: Official website of the Spanish Data Protection Agency.

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How to complain to the Control Authority: If a user considers that there is a problem with the way in which Atlas Marketing Studio SL are handling their data, they can direct their complaints to hola@atlasmarketingstudio.com or to the corresponding data protection authority, being the Spanish Data Protection Agency the one indicated in the case of Spain.

RETENTION OF DATA

Disaggregated data: Disaggregated data will be retained with no deletion period.

Customer data: The period of retention of personal data will vary depending on the service contracted by the Customer. In any case, it will be the minimum necessary, and may be kept until the end of the period:

Data of subscribers to the e-mail feed: From the time the user subscribes until they unsubscribe.

Data of users uploaded by Atlas Marketing Studio to pages and profiles on social networks: From the time the user gives his consent until he withdraws it.

Data of applicants for internships or jobs: In the event that the candidate is not selected, Atlas Marketing Studio SL may keep stored your resume a maximum of two years to incorporate it into future calls, unless the candidate states otherwise.

ORIGIN, PURPOSES AND LEGITIMACY
E-MAIL, CONTACT FORMS AND TRADITIONAL MEANS OF COMMUNICATION

Web and hosting: Atlas Marketing Studio SL website has an SSL encryption that allows the user to send your personal data securely through standard contact forms, and hosted on servers that Informática Fuentealbilla SL offers Atlas Marketing Studio SL.

Data collected through the website: The personal data collected will be automatically processed and incorporated into the corresponding files owned by Atlas Marketing Studio SL.

  • Your IP address will be collected, which will be used to check the origin of the message in order to provide you with appropriate recommendations (for example, recommendations of professionals and services from countries other than Spain) and to detect possible irregularities, as well as data relating to your ISP.
  • You may also provide your data via e-mail and other means of communication.

E-mail: The e-mail service provider used by Atlas Marketing Studio SL is Webmail.

Payment service providers: Through the Website, the Client can access, through links, to third party websites. At no time Atlas Marketing Studio SL staff has access to the data.

Other services: Certain services provided through the Website (for example, the possibility of participating in a contest or competition) may contain special conditions with specific provisions on the protection of personal data. They must be read and accepted prior to requesting the service in question.

Purpose and legitimacy: The purpose of the processing of this data will be solely to provide you with the information or services you request from us.

SOCIAL NETWORKS

Presence in social networks: The brand on which Atlas Marketing Studio SL works, has a profile on some of the major social networks on the Internet, recognizing responsible for the treatment in relation to the data published by Atlas Marketing Studio SL (for example, photos uploaded by Atlas Marketing Studio SL in which people’s faces appear) or data that users send privately to Atlas Marketing Studio SL in order to be extracted (for example, initial communications for Atlas Marketing Studio SL to advise on a case).

Purpose and legitimacy: The treatment that Atlas Marketing Studio SL Marketing Studio will carry out with the data within each of the aforementioned networks will be, at most, that which the social network allows the corporate profiles. Thus, Atlas Marketing Studio SL may inform, when the law does not prohibit it, to its followers by any means that the social network allows about their activities, presentations, offers, as well as providing personalized customer service.

Data extraction: In no case will Atlas Marketing Studio SL extract data from social networks, unless the user’s consent to do so was obtained punctually and expressly.

Rights: When, due to the very nature of social networks, the effective exercise of the rights of data protection of the follower is subject to the modification of the personal profile of this, Atlas Marketing Studio SL will help and advise you to that end to the extent of its possibilities.

NEWSLETTER OR RSS BY E-MAIL

Service provider: The service of automatic updates or subscription via Web Site feed is managed by Mailchimp, under Mailchimp’s privacy policy. The sending of content updates of the Website via e-mail is daily, automatic and free of charge for the user who, in order to subscribe, must give prior express authorisation by means of two successive identity verification systems.

Purpose and legitimacy: The purpose of the processing of this data will be solely to provide you with the subscription service requested by the user.

Rights: If you are subscribed via e-mail to the Website’s feed, you may unsubscribe at any time by clicking on the link at the end of the update message you receive in your e-mail, or by sending a request to exercise your right to hola@atlasmarketingstudio.com.

COMPETITIONS, CONTESTS AND OTHER PROMOTIONAL ACTIONS

By participating in promotional activities organized exclusively by Atlas Marketing Studio SL, the data you provide will be processed solely by Atlas Marketing Studio SL for the purpose indicated by Atlas Marketing Studio SL in the action statement.

EMPLOYMENT, INTERNSHIPS AND SCHOLARSHIPS

Receipt of CV: Only will be valued by Atlas Marketing Studio SL applications for employment or internships that the candidate sends through the means indicated on the employment page or by those provided in the areas of employment and internships in university websites in which Atlas Marketing Studio SL has published a specific offer or via email to hola@atlasmarketingstudio.com.

Purpose: The applicant authorizes Atlas Marketing Studio SL to analyze the documents sent to it, all content directly accessible through search engines (Bing, Google, Baidu, DuckDuckGo, etc.), the profiles maintained in professional social networks (LinkedIn, Xing, Viadeo, etc.), the data obtained in the entrance tests and the information revealed in the job interview, with the aim of assessing your application and being able, if necessary, to offer you a position. Atlas Marketing Studio SL may use the duly anonymised data to compile statistics on the type of person who applies, with a view to publishing reports on this.