SIDE BY SIDE

Short List
TitleSIDE BY SIDE
BrandSAN MIGUEL CORPORATION
Product / ServiceSAN MIGUEL PALE PILSEN
CategoryA05. Use of Original Composition
EntrantMcCANN MANILA, THE PHILIPPINES
Idea Creation McCANN MANILA, THE PHILIPPINES
Media Placement THE HUDDLE ROOM Makati, THE PHILIPPINES
Production LOUDBOX STUDIOS Makati City, THE PHILIPPINES
Production 2 ARTILLERIE MEDIA Makati, THE PHILIPPINES
Additional Company SAN MIGUEL BREWERY Mandaluyong City, THE PHILIPPINES

Credits

Name Company Position
Joe Dy McCann Worldgroup Philippines Chief Creative Officer
Maan Bautista McCann Worldgroup Philippines Creative Director
Ramon Alfonso McCann Worldgroup Philippines Associate Creative Director
Maan Bautista McCann Worldgroup Philippines Copywriter
Ramon Alfonso McCann Worldgroup Philippines Art Director
Adri Bautista McCann Worldgroup Philippines Copywriter
Marlon Borreo McCann Worldgroup Philippines Copywriter
Jason Confessor McCann Worldgroup Philippines Art Director
Justine Fernandez McCann Worldgroup Philippines Art Director
Reggie Taganahan McCann Worldgroup Philippines Art Director
Dan Ramos McCann Worldgroup Philippines Copywriter
Jay Jamoralin McCann Worldgroup Philippines Art Director
Sheriza Yu McCann Worldgroup Philippines Art Director
Mitzie Nacianceno McCann Worldgroup Philippines Associate Managing Partner
Joms Robles McCann Worldgroup Philippines Account Director
Miguel De Leon McCann Worldgroup Philippines Planner
Earl Javier McCann Worldgroup Philippines Planning Director
Jho Moya Just Add Water Producer
AF Benaza Artillerie Director
IJ Garcia Loudbox Studios, Inc. Music
Thyro Alfaro Loudbox Studios, Inc. Music
Allan Feliciano Loudbox Studios, Inc. Music
Bea Totanes San Miguel Corporation Brand Manager
Nelson Elises San Miguel Corporation Group Brand Manager
Menlou Bibonia San Miguel Corporation SVP Marketing Manager

Why is this work relevant for for Music?

San Miguel, the most popular beer in the Philippines for generations,had gotten old. Losing relevance to younger drinkers. So we turned to something all Filipinos can agree on: music and brotherhood. Side A perfectly captured the sound of the older generation—from the retro groove to the old-school lyrics. Side B is a modern, upbeat mix that spoke to today’s generation. But together, played side by side, the lyrics and melody blended into a new song about the values of friendship. Proving that no matter what era, brotherhood remains timeless and is best shared over San Miguel Pale Pilsen.

Background

San Miguel Pale Pilsen was seen to be an old person’s drink. A hundred twenty-eight year-old brand, drunk by generations of Filipinos, had lost its appeal to young drinkers of the internet age. Drinkership amongst 18-34 year-olds had dwindled to just over a quarter at 26% by the end of 2018. The brief was to increase its popularity among young drinkers. This mattered because the Philippines is a young country, with about 2 in 5 drinkers belonging to this age segment.

Describe the creative idea

To appeal to both the older and younger generation of FIlipino drinkers, San Miguel released two music videos with two original music compositions, one for each market. The first one (Side A) perfectly captured the sound of the older generation. The melody was inspired from 70s disco hits--from the groovy tempo,the choice of instrumentation, the singing style. The second one (Side B) is a modern, upbeat mix that’s made for today’s generation. The beat takes on a more hip, electronic vibe--similar to the tracks played in clubs these young drinkers frequently go to. Side A and Side B were very faithful to each genre and each decade. But together, played side by side on mobile, the lyrics and melody blended seamlessly into a new song about timeless friendship. Proving that there are some things both generations can agree on: friendship and an ice-cold San Miguel Beer.

Describe the strategy

The Philippines is Social country. With 71% of the country spending over 4 hrs a day being active on social media, we knew that it would be the ideal platform to tell San Miguel’s story in the digital age. This would allow us to reach both age groups in an efficient way. Filipinos are bonafide music lovers. And the statistics back it up: Filipino internet users listen to an average of two hours and six minutes worth of music each day. Mobile was where generations converged on social. Facebook insights revealed that over 90% of each age group accessed Facebook primarily on their mobile phones (94% for 18-34, 96% for 35-44). The strategy: Create a mobile experience on social that could bring two generations together

Describe the execution

Two audiences, one message: We needed to bring two generations of drinkers together. But we knew that we needed to approach each of them differently. So we created two different music videos that told our story of brotherhood, delivered using age targeting online. The videos adopted pop culture references from generation they were targeted towards. But the videos had a secret: when watched on phones and placed side by side with each other, they formed a third video: images perfectly synced up and the music blending together. Engineering Social discovery: Instead of telling both our audiences about this, we decided they should discover it themselves. Knowing each segment’s penchant for discovering new music through social platforms, we selected influencers and lifestyle outfits popular on social media that we would leak this easter egg to and spread the news for us. We identified two different sets, one for each age group.

Describe the outcome

San Miguel Pale Pilsen’s popularity among today’s drinkers rose. Massive improvement in brand health metrics associated with popularity and likelihood to purchase, increasing in double digits. “The In Drink” from 28.4 to 58.1, and “Proud to be seen drinking” from 33.5 to 57.4. San Miguel Pale Pilsen’s sales rose. Drinkership amongst 18-34 year-olds increased by more than half, rising all the way to 40.4%. Those who drank it most often within this age group more than tripled compared to the previous year’s, and San Miguel Pale Pilsen sold half a million more cases compared to its monthly average in the last sixteen months.

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