Branded Entertainment is an area which is still growing in Spain. It is not a usual practice, as it is in other regions of the world, but a few brands have started betting on it, taking risks and approaching consumers with entertaining actions and projects. It is true that in order to gain notoriety and to get the full attention of the consumer, the message must be shocking. That’s why we feel proud of this creative, as it has successfully communicated our message to the public and raised awareness.

Regulations and restrictions are more severe on television, especially for an alcohol brand such as Coronita Cerveza. This is why we chose to communicate in cinemas, a medium which allowed us to target our consumers better.

By creating a documentary we not only turned into instant news at a crucial time but also turned into content for TV Channels such as National Geographic. Millions of consumers connected with our message and our brand.

Also, journalists, volunteer associations and the public could re-live events on the website savethebeach.org/marea-blanca, generating a huge response as former volunteers uploaded photos and videos , sharing their experience and creating a virtual monument of the before and after of the Galician coast. Corona Extra is a brand that owes too much to the beach; it was born in the Mexican coast and wants to give back something to the beach.

The campaign was very successful. When launched, it got thousands of likes on Facebook, and the website rapidly appeared on some of the most popular blogs in the advertising industry such as: Ads of the world, Best Ads, or Criatura Creativa. It was displayed as an example of a great use of this new format, and it’s ability to reach a variety of users with a simple and easy to understand idea. The final result: Corona becomes a “Top of mind product” during “overly kind situations”.