Estrella Damm

La Mercè a la platja

La Mercè. La Mercè on the beach. La Mercè on the beach with Estrella Damm.
A modern, fun and, above all, literal campaign to invite users to enjoy Estrella Damm’s La Mercè concerts.

Scope

Strategy

  • Digital strategy

Creativity

  • Creative conceptualization
  • Art direction
  • Web design

Production

  • Audiovisual
  • Graphics
  • Web
  • Email
  • Display

Data

  • Insight detection
  • Campaign performance analysis

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Goals

To continue the style established by Sant Jordi Musical and deliver a digital campaign that links the brand with local culture and music while connecting with a younger target audience.

Idea

The festivities for La Mercè are an extremely popular event in Barcelona. To promote the concerts that Estrella Damm organises each year at the beach, we decided to encapsulate La Mercè in a literal line-up video where each band was represented by an object.

To accomplish this, we worked on a highly visual execution where we invited users to join the party.

Implementation

The campaign was originally digital before being expanded to radio, press and outdoor media. We adapted the video to various formats and created a set of graphics where all the objects came together in a still life around the lead character: La Mercè.

Results

Social media impressions

0

Video retention at 75%

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With this campaign, we associated the brand with music and Barcelona’s festivities by merging tradition with modernity, ultimately reaching more than 8 million users.

We continued with the style established by Sant Jordi Musical and launched fresh content that achieved a retention rate almost 40% higher than the brand’s average in 2019.

Créditos

Client: Estrella Damm

Year: 2019

Sector: Beverage

Team:

Account Director: Marc Graells

Digital Account Manager: Rosa Pla

Head of Strategy: Luis Conde

Creative Executive Director: Uri Fernández

Creative Supervisor: Pita Gan

Art Director: Mònica Casamor

Executive Producer: Rubens Pérez

Audiovisual: Aleix Fernández

Partners:

Photography

Liten Studio

Cinematography

Liten Studio

Client:

Group Brand Manager: Isabel Negra

See other projects for Estrella Damm

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