For our target audience of 18-25yr olds we knew there was a deep cynicism towards branded entertainment. This heavily targeted group want to collect interesting and enjoyable experiences, but resent being reduced to a sales opportunity by big brands. Therefore it was imperative that we created authentic, people-centric experiences that defied the conventions of what this market thought they knew. We were challenging the preconception that brands throw events that feel formulaic and manufactured; rather than the type of parties that they would want to be seen at. The emphasis must be on the ‘party-spirit’ that Desperados inspires rather than the actual product.

In addition, the drinks market is a mature and highly competitive one, the beer market even more so. Desperados seek to achieve cut through by leveraging its unique position that situates them between beers and spirits. The alcohol market also means restrictions due to drink awareness principles, the promotion of responsible drinking and legal age limits- such as Challenge 25 in the UK. Laws also limit the language we can use to promote the alcohol brand, and Heineken’s CSR principles would also shape the image we could construct.

In response to our insight, we set about designing a ‘twisted’ party experience that would challenge the norm, embrace the new and push all limits. A journey of discovery and exploration that would offer the fresh and unconventional experiences that our target audience would want to share. Rather than imposing manufactured-feeling experiences upon the audience in the typical fashion employed by brands, we set out to embed the Desperados brand into their pre-existing party culture. We also needed to hint at the brand’s Latino routes without succumbing to clichés, maintaining a contemporary and stylish environment.

Set in a multi-storey building, guests needed to work together to unlock different experiences and new floors as the party escalated. As one level was shut down, another was opened- as long as the guests discovered how to unlock its doors. Immersive, tactile engagements encouraged guests to get hands-on with the environment. Every touch point unveiled secrets and surprises that could only be unlocked through collective action.

By twisting the conventions of space and tapping into the collective vibe of the party, Desperados made an impression on their target market that fuelled their social conversations and stayed in their minds.

The overall Desperados #PartyInstinct campaign achieved:

• A reach 39% of a hard to reach target market

• Generated over 177m impressions

• Received over 3m views

• 250k + hashtag mentions

• Drive a 26% increase in year-on-year sales across the three relevant markets