ESTRELLA DAMM
La Pâlsera '24
The return of the most successful promotion in the history of Estrella Damm in 2024. Six "Pâlsera" festival wristbands to access all music festivals. Six winners. Disseminated in a grand way.
Project Scope
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Objetive
Strengthening the connection and consideration of Estrella Damm in the young Catalan target (ages 18 to 35) through music. Renew the "Pâlsera" festival wristband promotion, giving it a new dimension.
Idea
Estrella Damm has been supporting culture and music for the past 30 years, including music festivals. Moreover, these types of events are attended by people who are very hard to seduce: young people, who attended 44% more concerts in 2024 than in 2023, with the figures rising. Therefore, more and more brands are starting to fight to participate in festivals, either as sponsors or with more tactical actions, such as with their own content.
However, "participating" is no longer enough. The hyper-fragmentation of audiences and saturation of content are forcing brands like Estrella Damm to have to think big and give something else to young people in the midst of the noise.
This is how the biggest campaign in the history of Estrella Damm was launched in 2023, which would combine the festivals sponsored by the brand in a single promotion: the "Pâlsera" festival wristband. A campaign in true Willy Wonka style that would reward loyal customers with access to all of the festivals sponsored by Estrella for the next 10 years (more than 100 concerts every year), worth âŹ2400 per year.
With a claim like this, the "Pâlsera" festival wristband was a hit: not only for its FOMO (also with the biggest fans of music festivals in the team), but also because of its impact on the consideration, the capacity to stay in the mind of the target audience, and reach share of search figures beyond those of the brand's most famous summer campaigns.
Naturally, the "Pâlsera" festival wristband would become a hit next year, giving away more "Pâlsera" festival wristbands (two to six winners from those selected after entering their codes on the website) and with a new amplification ecosystem and graphical identity to continue attracting audiences.
Implementation
An amplification system was designed to match the importance of the prize, starting with the launch of a teaser, in collaboration with some of the country's most important festivals: SĂłnar, Primavera Sound, Brunch Electronik, CruĂŻlla, Canet Rock and Vida Festival. The teaser announced the return of the "Pâlsera" festival wristband and invited those attending music festivals to collect the neck labels from their Estrella Damm bottles for the second year on a row and provide the codes to try for the prize.
Our target was a young audience, so we could not forget about their top references: creators and icons of the most festival-going generation, such as Albert Roig, Pol Gise, Figaflawas, TwoJeys, Gerard Romero, the Buyer brothersâŠ. They were responsible for disseminating and amplifying the campaign with native content using their profiles, and with the following message: an opportunity that you cannot miss with the "Pâlsera" festival wristband.
After kick off, the campaign not only made an impact online but also offline. The "Pâlsera" festival wristband campaign appeared on billboards, lorries, public transport and Smart vision, like the previous year, with the new feature this year of appearing on a huge billboard in the centre of Barcelona. It also included a new draw: the possibility to win tickets to festivals for people sharing the campaign on their own social media accounts.
To sum up, Estrella Damm focused on the award winners. We gathered the six "Charlies" with their "golden tickets" and asked them to talk about their experience with the "Pâlsera" festival wristband, to turn this campaign into the one with the brand's highest impact (while creating a FOMO buzz) in its history.
Data Strategy
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. For the second year in a row, we implemented an analytical model to gather the information from the communication materials and the data from the promotion's website, monitoring the conversions throughout the campaign in real time.
Results
Again, the campaign was much more than just a tactical promotion. Estrella's branding campaign has allowed it to capitalise on its sponsorships and strengthen its connection to culture and music, and with its young Catalan audience.
Credits
Estrella Damm
2023, 2024
Advertising
Agency Team
Luis Conde
Natalia Carranza
Uri FernĂĄndez
Pita Gan
Eren Saracevic
Josep Cabot y Marta Robledo
Oriol CorsĂ y Ferran Bretcha
Maria Jorba
Mireia JordĂ
Marc HernĂĄndez
MartĂ Ibarz
Max Louiza, SofĂa Kugler y Guillermo Boguseski
Rubens PĂ©rez
Laia MarĂn y Iria MartĂnez
Cristina de Mingo y Andrea Doy
Cristian JerĂłnimo
Partners
Glassworks y Martes Studio
Michael Clasen
Arnau Rovira, Eduard Jordana y Anne Roig
Client
Enric Costa
Fran Soley
Joana Fusté y Jordi Isern
Judith MartĂnez
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