There are more fatal accidents resulting from drunk driving during Christmas than any other period. To create top-of-mind awareness, touch the hearts of our target and reach the broader audience, we linked San Miguel 0.0 with responsible driving, building upon the brand values of health and naturalness. We created a media first with an unprecedented effort.

It’s difficult – if not impossible – to get all national TV channels to agree on something (audiences, TV rights, private vs. public….) but, for the first time, we pulled them together to join a responsible cause, calling for safe driving during Christmas.The premise was simple yet effective: all six major TV channels and the Direcciόn General de Tráfico (DGT) united to benefit society. San Miguel and the networks were showcased in a countdown, replacing numbers with their logos (6,5,4,3,2,1, 0.0). All channels consistently aired the special message throughout December schedules, creating a huge impact.

The campaign stood out from the holiday advertising fizz and curbed the seasonality trend: • Sales increased 1% within a 6.94% decreasing category• TOM grew 38% vs. pre-campaign • Brand awareness increased +35% vs. pre-campaign• Total media awareness increased +8.5% • TV awareness 48% (+17.6% increase)• Great WOM worth an estimated €237,409 (ROI = 28%) • Drunk driving decreased 21% during the Christmas time period (source: DGT)