Estrella Damm and music make up an inseparable team. The aim was to strengthen this bond in a surprising, innovative and fun way, to increase the connection and consideration of the Catalan target audience aged 18 to 35.

Young consumers have become the Holy Grail. However, it is a segment that is hard to seduce: it is very critical with commercial messages, and the fragmentation of channels and restrictions to alcohol ads make it very hard to reach this audience. To achieve this, brands need to understand their interests, now more than ever.

A brand that knows that this is essential is Estrella Damm, which has sponsored culture and music for over 30 years, including music festivals. These are what young people cherish the most: in 2022, more than half of the young population went to at least one concert. This is why many brands wish to participate in these events, although few manage to remain in the limelight and participate in many events for such a long time as the brewery.

Over the past few years, Estrella Damm has sponsored many events to launch several tactical actions. However, brands can't relax with the young people target: an audience that is permanently exposed to trends and hype that make it harder and harder to stand out. Doing the usual is not enough now. We had to capitalise on festivals again, but with a new, innovative and striking approach.

That is why we rolled out the largest campaign in the history of Estrella Damm. A campaign that would join all the festivals it sponsors in a single promotion. A campaign that would allow its most loyal customers to access all the festivals its sponsors over a 10-year period. Yes, that's right: ten years of concerts, non-stop. In other words, more than 100 concerts every year, worth €2400 per year in total. For ten years.

It was named the "P∞lsera" festival wristband, connecting it to the most representative asset of music festivals. Since the prize was extraordinary, the Wristband had to be just as special. For that reason, and to ensure it survived the passage of so much time, it was created in NFT format, a perpetual and exclusive digital collectible that also allows for the accreditation of a single winner. We asked the digital artist Alex Trochut to help us shape the campaign by creating a design that changes and transforms, representing the many different events, experiences and life lessons that the winner would enjoy until 2032.

Such an appetising reward required a special participation system. That is why we hid a direct prize, in the form of a golden neck label, in one of the millions of bottles served. In true Willy Wonka style. If no one claimed the prize of the neck label, the winner would be chosen from the users participating with the codes appearing in the neck labels.

We flooded Catalonia with wristbands to announce the campaign. As in the case of the music festivals, we used our traditional posters for the campaign, which were placed in spots that are popular with young people. We also tried to use high-visibility and very popular formats, rolling out the campaign in music radio stations, online radio, podcasts, Spotify and Twitch.

Immediately, madness broke out. They were everywhere: in bars, on the streets, on social media... Catalonia was flooded with the neck labels. Everyone was talking about the campaign, and people rushed to hunt for the winning label, entering their codes. A person even entered thousands –yes, thousands!– of codes.

The results exceeded the expectations, as proof of the popularity of Estrella Damm: the brand beat the redemption record for a promotion, with more than 60% of the audience remembering seeing the campaign and 80% stating they connect with the brewery. The FOMO was so huge that this was the only commercial campaign that has ever managed to drive the searches of Estrella Damm in Google's beer category to the same level as the most famous TV campaigns, maintaining the brand search share above 50% for 7 weeks on a row. Simply incredible.

The campaign not only achieved the objective of communicating how Estrella Damm supports music festivals but also placed the brand in the brain and hearts of music festival lovers. With these numbers, the "P∞lsera" festival wristband might return and become the new classic for promotions in Spain.

We had to measure the impact of the campaign in terms of scope, degree of participation and number of users signing up for the campaign to demonstrate the effectiveness of the action. An analytical model was implemented to make it easier to assess the impact, which captured data from the communication materials from the promotion's website. This allowed us to monitor the conversions achieved in real time throughout the campaign.