Digital Campaign with strategy and development, social media content, photography & video.
Communication, creative direction, art direction, graphic design, photo & video shooting production.
Ron Bacardí is one of the sponsoring brands for one of the most important music festivals in the world: Primavera Sound. The brief was to present the brand under the international concept “Untameable,” associating it with collaboration with the music festival in an effort to connect with and be relevant to new brand audiences interested in music.
05. Our solution
We developed a digital content strategy based on social network (Facebook, Twitter and Instagram) content in which we linked the international brand idea with the motivations and experiences of Bacardi’s target consumers at Primavera Sound. Under the concept: “Music is passion and passion cannot be tamed” we carried out different communication actions. We created an Instagram contest, engaging communities of Instagrammers through which we sought the “Most untameable reporter”, to become the brand’s official photographer during the festival, sharing his or her experience at Primavera Sound. In order to reach out to new audiences we turned 3 Instagrammers with the power to influence (@holacuore, @makrabeus and @jorgeabian) into brand ambassadors a few days before the festival and during it. To expand the campaign and the brand’s collaboration with Primavera Sound we created a series of videos with an aspirational image depicting different situations one experiences at the festival, all of them woven together by a common element: Ron Bacardí. For the culmination of the campaign we collaborated with the online radio station scannerfm, airing a radio show during the festival with live connections from the Primavera Sound, capturing the untameable spirit of the public and the artists, and linking it to musical content created ad hoc. In addition to the radio show we also created native advertisements in this setting featuring reports from the festival, and even playlists recommending the most untameable artists.