Mahou Case Study

Agency: Voice of Reason

Art Direction / Copywriting

(Ad Campaign was sold to client for local agency activation)

Mahou is an official sponsor of Real Madrid FC. The campaign was to promote Mahou brand awareness and sales in partnership with Real Madrid FC's friendly tour in the MLS league.

Objective:

Create an engaging multi platform digital campaign for Mahou beer within the US market

Key Platforms:

Social Campaign - Brand awareness, increased social engagement, new customer acquisition

Digital POS - display advertising for drink specials

Event - brand sponsored event in conjunction with Real Madrid

Out of home - display advertising

KPIs:

1) Increased brand awareness nationwide

2) Increased distro in NYC and DC

3) Sales growth +70% over 2011 in Miami

Red Card Concept:

Leverage growing popularity of soccer in US market
Red coaster doubles as a branded POS takeaway and beer voucher at Mahou authorized vendors.
Advanced distribution to key Mahou accounts in Miami: soccer bars, restaurants, and retail outlets

Grassroots word-of-mouth marketing

Create Mahou-branded areas in a number of popular Miami accounts (on- and off-premise) and train brand ambassadors to distribute the cards there during the week leading up to the game, while explaining the five-star concept to consumers:

Consumers can collect stars from brand ambassadors by completing certain brand-curated challenges:

1st star = tweet @Mahou OR tag Mahou in a Facebook post
2nd star = post a photo of your Mahou beer on Twitter or Instagram using #mahoumiami
3rd star = get a temporary M5E logo tattoo from brand ambassador
4th star = receive a stamp from four different bars or restaurants that serve Mahou
5th star = correctly answer a Real Madrid or Mahou-themed trivia question from a brand ambassador

For each star a consumer collects, they receive a reward of increasing value:

★ = “buy one M5E, get one free” coupon valid at any 100 Montaditos location
★★ = admission and one drink ticket for exclusive Mahou - Real Madrid afterparty
★★★ = Redeemable for a Mahou t-shirt
★★★★ = entry into drawing for two tickets to the Real Madrid game
★★★★★ = All the above plus a meet & greet with a Real Madrid star

Real Madrid, real Madrid Concept

Elements:
Eye-catching OOH activation
Mahou-sponsored event for RM game in a hightrafficpublic space
Authentic Madrid-themed party
Social media extensions

Objectives:
Create buzz around Real Madrid’s presence in Miami
Reinforce association between the club, M5E, and the landmarks and lifestyle of Madrid
Drive traffic to Mahou-sponsored matchday events
Sample target consumers on the product to drive post-activation conversion

Activation Concept:
During the week leading up to the Real Madrid match, we project a mega-scale LED video or slideshow on the sides of two buildings straddling a main street in Miami. The video loop will show a few Real Madrid stars having a kick-around and/or doing juggling tricks with a Mahou-branded soccer ball, with other M5E branding. On matchday, we take over a public square or park and project the game on a giant Mahou-branded screen, with additional fun and authentic experiences happening around the viewing area. This will include a sampling station for M5E. After the game, an exclusive live event will offer an authentic Madrileño experience to influencers and various target consumers who were engaged by brand ambassadors during and leading up to the match. At least one Real Madrid star should be present at this afterparty to increase the PR buzz.