|Title||THE CORONA CALENDAR|
|Product / Service||CORONA BEER|
|Category||A07. Point of Sale|
|Entrant Company||TBWA\SINGAPORE, SINGAPORE|
|Advertising Agency||TBWA\SINGAPORE, SINGAPORE|
|Andrew Yeoh||E-Graphics||Fa Artist|
|Peter Ng||E-Graphics||Production Manager|
|Lauren Britton||Tbwa\singapore||Account Executive|
|Elyn Ong||Tbwa\singapore||Account Manager|
|June Wee||Tbwa\singapore||Account Director|
|Koh Cheng Guan||Tbwa\singapore||Designer|
|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|
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 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?
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.
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.