Cristal wants their costumers to feel connected with their product and not only that but they want their product to connect all their costumers. Cristal focuses on the union amongst peruvians. They have been sponsoring the Peruvian team for many years and now they are using them as a mean to transmit this message.
In one of their most recent campaigns for "fiestas patrias" based on their main concept, UNION, they developed a very smart "what to say" that connected the people, the Peruvian soccer team and most importantly Cristal, the beer.
Concept: Convocados, "What to say": Cuando Juega Perú, jugamos todos
Convocados simply means summoned, or called to. The entire campaign for "fiestas patrias" evolved around this idea. They are not only calling the soccer players but every peruvian to be part of it. To celebrate together. Throughout this entire campaign they included different peruvians and soccer players around the world to come together.
The goal for this campaign was that all peruvians rememberer and celebrate their independence together, and celebrate united as peruvians. They developed this idea and transmuted this concept through soccer. When Peru is playing everyone is connected because we are all cheering with the same emotion and love for the country and we are supporting our team and we are all keeping track of the game. This is why the "what to say" for this campaign was "Cuando Juega Perú, jugamos todos" because when when Peru plays we are all united, even though we are not all in the same place we are united by that feeling and spirit for our country. So Cristal along with Y&R agency developed the PERFECT "what to say" so they could deliver this message using the Peruvian soccer team, which they sponsor.
Buy researching and understanding this campaign I not only learned how to develop a campaign and the PERFECT "what to say" but I also learned the different areas in a promotion agency, their roles and how they work TOGETHER to create a final product.