DESPERADOS / BE
MAKING ANY PLACE A PARTY PLACE
How do we make Desperados popular with the party people of today?
Desperados is a highly refreshing beer with a kick of tequila flavour, highly popular with the party crowd. But popular isn’t good enough. Why not make it the one and only truly iconic party beer in Belgium? We took up the challenge and went 360°.
We literally make any place a party place
We came up with a simple yet effective proposition, fully in line with Desperados’ quirky character: “With a bottle of Desperados and the right party mind-set, you can make any place a party place”. We took this literally and went all the way, starting with 3 awareness videos featuring crazy party people throwing parties at the weirdest places: a Belgian “frietkot”, a laundry shop and a construction site. Followed by original field activations where we transformed unexpected places into Desperados dancefloors: with BOZAR we threw a party at a museum, at XO festival we took over phone booths and in Ghent we will make the fly-over throb on the rhythm of the Desperados party beat. We also took this out into the digital world via Facebook, Instagram and Spotify.
- All major KPI’s increasing since “Make any place a party place” applied through 2018.
- Strongest brand affinity among 18-34 target audience.
- Video campaign reaching a staggering 3M with no less than 51% completed views.
- Volume uplifts vs ’17: +33% (April campaign) and +25% (Summer campaign).