To Launch Pampero Rum in Portugal we focused on a young social tribe consisting of trendsetters. Traditional advertising just doesn’t get to this public, Art does. Using Pampero Fundación, a foundation that supports alternative artists, we’ve created the world’s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a website where you can download an audio-guide and a map with the pieces location. So you could go out with your mp3 player and walk the museum streets. The site MUSEUEFEMERO.COM was constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.With an annual budget of only € 30,000 we generated visibility of more than €240,000. And it keeps growing. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, duplicated the Trial, and tripled the Top of Mind.

First we made MUSEUEFEMERO.COM, a site with all the material needed to enjoy the Ephemeral Museum.

The site is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.For the inauguration day, jornalist received a diferent direct marketing: a tile (typical on portoguese walls) decorated with a piece of street art.

We also made happenings in bars presenting different artist painting live, to promote the museum.The Ephemeral Museum was communicated traditional media too. Such as magazines, online, and with posters in every bar and street in Bairro Alto.

With an annual budget of only €30.000 we generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, We doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly we had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK.