Situation:

A new peak of the pandemic at the beginnign of 2021 in Mexico cancelated the perfect opportunity to enjoy a cold beer and have the hottest season sales of the year.

Brief:

How could we sell all the beer stock of the season due to the new peak of the pandemic and cheer everyone up at one of the most anticipated season of the year?

Objetives:

Beer Stock Sale: 100M Liters

Earn Impression Target: 32M

Reach: 9M

We created Noticieros Modelo, the newscast the only gives you good news, hosted by Alex Fernandez, one of the most famous comedians in Mexico.

Also, we turned this newscast into a daily platform that presented news about music, entertainment and trends, using our brands as correspondents, bringing joy and our discounts and offers, changing the conversation in those difficult times, achieving a historical all-time record in sales of Grupo Modelo AB-Inbev Mexico.

Data gathering:

Bees (AB-InBev B2B Sales Platform), E-Commerce, Trade Marketing.

Target audience:

Men - Women C+ (18-45 years old), 1st Party Data.

Approach:

Comedy + Entertainment + Discounts = Noticieros Modelo

Implementation:

Noticieros Modelo hosted by Alex Fernandez, presented news about music, entertainment and trends, using our media brands as correspondents, bringing joy and our discounts and offers, changing the conversation in those difficult times, achieving a historical all-time record in sales of Grupo Modelo AB-Inbev Mexico.

Timeline:

March - April, 2021

Placement:

Social Media, OOH, Trade marketing, Media, TV, B2B Platform (Bees), E-Commerce.

Scale:

Noticieros Modelo scale to Summer Sales (June - July, 2021).

Sales: 3.6M Hectolitres (1.1M Hectolitres target)

Engagement: 99% Positive Sentiment (90% target)

Earned Impressions: 49M (32M target)

Reach: 12M (9M target)

Achievement against business targets:

All-time Record Sales of Grupo Modelo AB-InBev Mexico.