BRINGING CORONA INTO THE LIMELIGHT

BRAND BUILDING

The Challenge
Though Corona had high name ID in the US, by 2019 sales of Corona Extra were dwindling (5-year decline), and the brand’s share-of-voice was minimal compared to competitors, particularly among younger consumers and the Hispanic community. After years of asking people to Find Your Beach, Corona had lost its connection to culture. They needed to a new masterbrand platform to put them back in the cultural zeitgeist and into consumers’ shopping carts.

Strategic Spark
Corona’s Mexican heritage reminds us that happiness isn’t about having the most, but about appreciating what you already have. “The good life” is an active choice to choose optimism.

The Creative Idea
Corona invited America to choose La Vida Más Fina in a perspective-rich integrated campaign. La Vida Más Fina—“The Fine Life” in English—nods to the words La Cerveza Mas Fina (“the finest beer”) on every Corona bottle, and is built on the fundamental truth that fulfillment and joy can be found in just about anything. Simply change your outlook, and surround yourself with the things in life that truly matter.

The Results
“La Vida Más Fina” became Corona’s breakthrough campaign of the decade, overtaking Budweiser for the first time in SOV and awareness, and reversing its -2% volume declines to a 10-year high, with +4.6% growth. Corona Extra has had continuous YoY growth since the campaign launched in 2020. Social content engagement rates climbed +6.9 points to 9.5% and Corona social channel followers quadrupled. The campaign has yielded tens of thousands of social mentions, hundreds of millions of impressions and views, dozens of consumers dressing up as characters from LVMF commercials for Halloween, and even a few people loving the campaign merch enough to try to steal it from grocery stores.

LEADING 
EVA AIR TO NEW HEIGHTS

BRAND BUILDING

The Challenge
Despite its long list of accolades and affiliation with Star Alliance, Taiwanese airline EVA Air was not popular with North America–based travelers and hadn’t invested in marketing in this region. In order to compete with top international airlines, EVA Air needed to generate a dramatic increase in awareness and preference, especially among U.S. to Asia business travelers who represent a core segment of revenue. 

Strategic Spark
We knew business travelers had different needs and higher standards on flights, but most important, we found that one in four business travelers gets their best ideas while traveling, making air travel a key moment for creative inspiration. Beyond its industry-leading amenities (not to mention its one-of-a-kind Hello Kitty planes), EVA Air was the perfect airline to accommodate this creative class’s needs. They just hadn’t heard of it yet. 

The Creative Idea
When all your needs are met, your mind is clear for takeoff. With EVA Air’s world-class amenities and exceptional service, their creative minds can sit back, relax, and create. To bring this to life, we followed three creatives as they journeyed to Taiwan on EVA Air and showcased the inspiration they found along the way - because creativity is in the air.

The Results
This campaign reached the creative class via multiple channels, incorporating social, targeted TV, print, streaming radio, digital media, an interactive microsite, AR and OOH to spread the word and capture our audience’s attention.

Critical business-related metrics—intent to fly—rose strongly: +11.2 ppt among business travelers and +20.6 ppt among the creative class target. Sales above-average growth of 2.3% during the campaign period. The campaign also successfully drove significant uplifts in awareness of EVA Air (+5 ppt), brand favorability (+9 ppt), and brand preference (+6 ppt) among our target audience. We collectively yielded 70.6MM digital and social impressions despite a relatively minimal media spedia, and the microsite was visited by 110,913 visitors and yielded 12.6MM video views across platforms.