THE CORONA CALENDAR

Short List
TitleTHE CORONA CALENDAR
ClientGRUPO MODELO
Product/ServiceCORONA BEER
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantTBWA\SINGAPORE, SINGAPORE
Entrant Company TBWA\SINGAPORE, SINGAPORE
Advertising Agency TBWA\SINGAPORE, SINGAPORE

Brief Explanation

The objective was to equip distributors with promotions and marketing tools that enable them to motivate outlets to stock Corona. The key challenge was, put simply, money. We could not afford to outspend our competitors or create a series of events throughout the year.

The Brief

The world's biggest beer brands are fighting for share of mouth in South East Asia. Caught somewhere in the middle is the distributor. And the distributor is ultimately the key to success. If the distributor loves you, consumers will too. So what does a beer brand do if it can't outspend its competitors? What does it do if it can't afford to constantly equip the distributor with promotions and sales incentives? How does it support the distributors and enable them to influence the outlets?

How the final design was conceived

Distributors want more than just bunting, branding and glasses. They're constantly looking for ideas that help outlet owners draw crowds into their pubs, bars and restaurants. So what if we gave people a reason to crack a Corona every day? And what if we gave outlets a reason to throw a party on any given day? The Corona Calendar and digital toolkit not only gives the audience a good reason to 'Let the world wait', but it also gives the distributor 365 promotional ideas. After all, promotions draw crowds and crowds make money.

Indication of how successful the outcome was in the market

The Corona Calendar has been enthusiastically received across the region. A total of 14 countries have adopted the idea and Corona has enjoyed an unprecedented 52.34% growth in sales in Q1 2013, compared to sales in Q1 2012. More importantly, engagement has increased dramatically and contact with distributors is now a daily occurrence rather than an occasional event.

Credits

Name Company Position
Raul Davadilla E-Graphics Singapore Studio
Andrew Yeoh E-Graphics Singapore FA Artist
Peter Ng E-Graphics Singapore Production Manager
Lauren Britton TBWA\Singapore Account Executive
Elyn Ong TBWA\Singapore Account Manager
June Wee TBWA\Singapore Account Director
Kevin Sim TBWA\Singapore Designer
Koh Cheng Guan TBWA\Singapore Designer
Roger Tan TBWA\Singapore Designer
Daphne Tann TBWA\Singapore Designer
Aaron Tan TBWA\Singapore Designer
Max Kitaev TBWA\Singapore Designer
Reginald Ocampo TBWA\Singapore Designer
Gary Steele TBWA\Singapore Designer
Nuno Teixeira TBWA\Singapore Designer
James Holman TBWA\Singapore Copywriter
Reginald Ocampo TBWA\Singapore Art Director
Nuno Teixeira TBWA\Singapore Art Director
Hagan de Villiers TBWA\Singapore Creative Director
Gary Steele TBWA\Singapore Creative Director
Peter Short E-Graphics Singapore General Manager
Renjie Teo E-Graphics Singapore Photographer
Haydn Evans Six Toes Singapore Executive Producer