Cerveceria Nacional Dominica had rolled out this unique advertisement campaign to promote its new Beer in Dominican Republic. This campaign was given a form of a movement, catering to the 18 to 25 segment for something different in a market that was saturated by other brands. And the targeted group paid no attention to any form of traditional advertising. Therefore, the advertisers created a movement that promoted the act of self-expression and supported their ideas to change things for the better.
The approach was made through guerrilla style posters and stickers that were placed strategically to give impression as if it were left anonymously in a place where the target moved around. As a matter of fact, the movement gave the target group the opportunity to express themselves through the movement, instead of imposing a new beer brand. The movement centered on a website that enabled its users to communicate and decide the future course of the movement.
The campaign received considerable media coverage on the eve of the launch of the beer and met desired success level. The beer is now a cult brand and one of the most selling beers. The campaign was held winner for Best new Product Launch at Cannes Lions 2007. The campaign is credited to PAGES BBDO, Santo Domingo, Dominican Republic.
Via Canneslionslive
