Durante 5 días, Ron Zacapa estuvo presente en diferentes áreas descubriendo a cerca de 100.000 visitantes su exquisito sabor y genuino proceso de elaboración.
424
Publicaciones en Social Media
75
Clips en Medios
112M
Alcance Total
1M
Social Media Engagement
1,5M
PR value
.jpg "Ron Zacapa - Feria Arco Madrid 2020")
OBJETIVO
Posicionar Ron Zacapa como un destilado vinculado a la alta gastronomía, comunicar su calidad y que es un ron de calidad añejado por encima de las nubes en Guatemala.
Receptores
De la mano de Ron Zacapa acudieron más de 12.000 personas al espacio para disfrutar de degustaciones y cócteles y más de 150 periodistas, digital influencers y celebrities, como los actores Pedro Alonso, Clara Alvarado, Nathalie Poza y Manuela Velasco.
BARRERA
Resaltar la altísima calidad de este ron a los consumidores target, para lo que se crearon diferentes y atractivas activaciones - catas guiadas, cócteles de autor y degustaciones sorprendentes.
Insight
Ron Zacapa se dirige a un target premium, el cual se encuentra entre los visitantes de ARCOmadrid que aprecia la calidad y el arte detrás de un proceso de elaboración tan único como el de Ron Zacapa.
.jpg "Ron Zacapa - Feria Arco Madrid 2020")
Acciones
Creamos para Ron Zacapa un espacio, "El Patio", inspirado en la artesanía y el encanto autóctono de Guatemala, donde se ofrecieron degustaciones, cócteles y catas guiadas.
En este lugar, el día inaugural de ARCOmadrid, organizamos una presentación en el que Andoni Luis Aduriz, chef del restaurante Mugaritz, y la conocida actriz española de fama mundial Paz Vega mostraron a medios una nueva propuesta gastronómica exclusiva disponible en la carta de Mugaritz 2020.
Facilitamos la creación de un restaurante pop up en la zona gastronómica de la Feria por NuBel, el restaurante del Museo Reina Sofía. El objetivo era ofrecer a los visitantes una propuesta gastronómica y de alta coctelería.
Amplificación a través de influencers para disfrutar de una experiencia gastronómica exclusiva en "El Patio“, así como visitas guiadas en la Feria.
Generación de media partners con la revista AD y el diario ABC, medios oficiales de la Feria, que generó cobertura para la marca en ediciones online y en redes sociales.
Creación de un sorteo para la marca de entradas a la Feria entre los seguidores de la cuenta de redes sociales de Eat&love, la guía foodie de referencia en Madrid.
Creación de una activación para generar publicaciones en redes sociales de los asistentes a la Feria de manera orgánica.
.jpg "Ron Zacapa - Feria Arco Madrid 2020")
Equipo
ACCOUNT TEAM
Cayetana Peláez
Senior Vice President Lifestyle
Beatriz Pavón
Senior. Manager Lifestyle
Marta Villanueva
Account Manager Lifestyle
José Pérez
Senior Account Executive Lifestyle
Elisabet Martín
Account Excecutive Lifestyle
EVENTS & CREATIVE TEAM
Guillermo del Valle
Senior Manager Events
Blanca Vázquez
Producer Events
Sofía López Ayuso
Creative Events Designer Creative
Patricia Sanjuán
Graphic Designer Creative & Branding
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V1.0, September 2021
