A campaign called ‘The Stand(Out) from leading Ecuadorian beer Pilsener sets out to achieve what seems impossible during the pandemic – taking fans to see their favourite footballers live.
Football in Ecuador, like in so many nations around the world, is being played behind closed doors due to the Covid-19 restrictions.
But this initiative, developed by agency Paradais DDB, sees the beer brand leverage its partnership with LigaPro by creating ‘VIP Boxes’ outside stadiums so some lucky supporters can have live football experiences.
The agency assessed the geography of several of the teams’ stadiums, identified buildings next to grounds were games could be viewed from and then built exclusive rooftop terraces for fans so that they could watch live games, celebrate goals and relive the unique live match atmosphere which was the norm before the pandemic. The marketers ensured that appropriate biosecurity measures were installed in the boxes: including glass screens separating household groups of fans, hydroalcoholic gel and social distancing.
The boxes were set up so fans could watch a group of cup matches including Macará v Quito at the Bellavista Stadium (in Ambato), Deportivo Cuenca v Emelec at the Serrano Aguilar Stadium (in Cuenca) and Orense v El Nacional at the 9 de Mayo Stadium (in Machala).
“This is an action that we are especially happy to have been able to carry out in a year as difficult as the one we had to live. This is how Pilsener made it possible for a group of fans to enjoy live football again, living an unforgettable and safe experience,” said Paradais DDB Creative Director Agustín Febres-Cordero.
The agency team on the initiative included Creative General Director Agustín Febres Cordero, Planning Director Ricardo Medina, Creatives José Serrano, José Reinoso, Roberto Concha and Gabriela Ortiz, Art Directors Michelle Mite and Christian Contreras, Community Manager Renato del Salto, Account Executive Amada Mancero, Executive Producer Cesar Knezevic with production handled by Filmeikers.
Comment:
Opportunistic and well intentioned, but at Activative we aren’t quite sure we’d recommend this activation approach to other football property sponsors.
Links:
Cerveza Pilsener
Paradais DDB
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