Corona | Buzzanova

Case

In the summer of 2019, Corona and BELONG launched a campaign focusing on urban sunset spots in Copenhagen. Alongside various forms of outdoor activations such as events and samplings, Corona sought the right influencer to amplify the campaign. We cast Copenhagen Wilderness for this role, engaging them over a three-month period to contribute to the campaign's three distinct activations: sunset sessions, lifestyle stories, and pop-up sunset spots. Copenhagen Wilderness was selected for several compelling reasons. Julia, the person behind Copenhagen Wilderness, resides in central Copenhagen, making the urban environment and stories a natural fit for her creative universe. Her target audience, primarily 24-35-year-olds living in Copenhagen, aligned perfectly with the campaign’s demographic. Additionally, Julia’s unique visual style matched the reference images BELONG had envisioned for the campaign’s final look

The case

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.

Selected content from the case

Other cases

Wanna talk?

Nanna Jørgensen

Strategic Lead & Partner