Corona | Buzzanova

Case

In the summer of 2019, Corona and BELONG launched a campaign that focused on urban sunset spots in Copenhagen. In addition to various forms of outdoor activation such as events and samplings, Corona wanted to find the right influencer. For that task, we cast Copenhagen Wilderness, who over a period of three months had to contribute to the campaign's three different activations; sunset sessions, lifestyle stories and pop-up sunset spots. Copenhagen Wilderness was chosen for several reasons, but it was the following things in particular that made the outcome. Juila, who is behind Copenhagen Wilderness, lives in the middle of Copenhagen herself, and the urban environment and stories from there would therefore fit naturally into her creative universe. Her target group also fits the campaign's, as many of them live in Copenhagen and are in the 24-35 age group. Finally, Juila has a unique visual style that matched the reference images BELONG had for the final look of the campaign.

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Challenge

Corona beer is often associated with beautiful sunsets, tropical climate and long, white sandy beaches. It is therefore often a challenge to transfer the brand's international campaign messages to the Danish market. In Denmark, we associate beer to a much greater extent with Kongens Have on a summer's day, football matches and barbecue evenings.

Solution

Belong and Corona set out to make Corona a part of the Copenhagen urban environment, and in that way create a completely new framework narrative for the brand's Danish target audience. This in the form of outdoor activation, paid activation and influencer marketing. At buzzanova, we contributed with a longer ambassador collaboration with influencer Copenhagen Wilderness.

Result

The match between Copenhagen Wilderness and Corona proved to be spot on in terms of the campaign's KPIs. Wilderness delivered credible, personal and beautiful content that was posted on its own channels and used in the campaign's hub. Performance on the organic publications was particularly strong at the Sunset Session event, where Wilderness performed live.

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Nanna Jørgensen

Strategic Lead & Partner