Situation:

Corona’s has a long-standing equity with sunsets. Enjoying a Corona while watching a sunset is an iconic ritual that is recognised by beer enthusiasts around the world. Corona India wanted to activate the sunset moment in the lead up to summer 2024, in a way that had never been attempted before.

Brief:

Activate Corona in the lead up to summer 2024, and build an association with sunsets that is long-term and has the potential to cement the brand’s equity with the magical golden hour forever.

Objectives:

Extend the equity that Corona has in sunsets, beyond consumption moments.

Solve a real problem for a larger audience.

Set the ground for nurturing long-term partnerships.

Can a sunset view from a hotel room achieve a badge of honour like a restaurant earns a Michelin Star? That’s the question we answered with The Corona Sunset View. By analysing big atmospheric data spanning 43-years and predictive modelling, Corona created a first-of-its-kind sunset quality rating scale based on a multitude of parameters, both variable and constant, that define sunsets viewed from the rooms of the most iconic luxury stays in India.

Data gathering:

We gathered atmospheric data spanning 43-years from ECMWF and NASA, along with geospatial data for each of the hotels.

Data interpretation:

For the predictive modelling, Corona mapped historical data and analysed both constants and variables, including cloud cover, temperature, AQI, humidity, wind speed and even the angle of the view to arrive at a rating for sunsets at each of the luxury stays.

Targeting:

The Corona Sunset View rating criterion was targeted at India’s young, urban population that constitutes Corona’s primary audience.

Implementation:

Once we designed the rating criterion and had defined what it would take for a sunset to achieve the status of a Corona Sunset View, we partnered with CRED Escapes to evaluate a selection of luxury stays at iconic location across India. Then, the Corona Sunset View became an integral part of each hotel’s booking journey, allowing our audience to choose the rooms with the best view.

Timeline: Launched March 2024

Placement: CRED Escapes – one of India’s most respected, luxury travel planning platforms

Scale: 14 MM unique users of CRED

14 MM unique users of CRED reached

10.27% CTR

31,680 enquiries

268 bookings completed