2. Pampero Rum
100 per cent dark Venezuelan rum, a blend of several rums
aged for a minimum of two years in white oak casks
3. The Situation
For many years rum was little more than a cottage industry
dominated by Caribbean, Central or South American producers.
Pampero Rum was acquired by Diageo, the world‟s largest liquor
holding company; the needed investment had come in to develop the
brand and enter new markets.
Pampero‟s top markets are Italy, Spain and Venezuela; planned to
expand in Portugal
According to Science Daily, Portugal is currently ranked eighth in
the world in alcohol consumption
Those aged 24-35 were most frequent drinkers (37.3% drinking 2-12
drinks a day).
4. The Situation
Bairro Alto, in the heart of Lisbon, is known for its bars,
design stores and street art
The government announced that all of the walls were
going to be repainted because of vandalism
5. The Challenge/
Problem/Goal
To launch Pampero Rum in Portugal
In Portugal, drinking rum has been associated with „old
and boring‟ people
The challenge was to counteract this image of rum and
make the Pampero Rum „cool‟ in order to attract the
younger bigger market
7. Solution
Create the World‟s First Ephemeral Museum
Focus on the social group who refer to themselves as
INDIE - they say what is cool and what is not
Use Pampero Fundación, a foundation that supports
alternative artists
Use the opportunity of magnifying the street art before it
disappeared and put a nametag on it
8. The Actions Taken
First, they tagged best pieces of street art at the Bairro Alto district;
careful analysis of street art manifestations had to take place
(graffiti, stencils, stickers) in order to separate true art from
vandalism
Then they created a MUSEUEFEMERO.COM where you can
download an audio-guide and a map with the pieces location.
The museum was inaugurated in July 2008; new spots have “opened
its doors” in São Bento and Amoreiras
The Ephemeral Museum was communicated in magazines, online,
posters, and happenings in bars presenting different artist painting
live in Bairro Alto
10. The Actions Taken
exhibited the works of international artists Dolk and Jef
Aerosol, as well as national artists in the making such as
Efeito Magenta and O ColectivoBitmap
in no means an incentive for graffiti creation and acts of
vandalism (which are normally associated to street art),
but as a project that aims to draw attention to the need
of a space that voices out and exhibits this style of art as
an independent form of manifestation from vandalism
12. The Results/Outcome
With an annual budget of only € 30.000 it has generated visibility of
more than € 240.000.
Pampero reached the sales expectation for the whole year,
considering that the competitors have been in the market for 15
years
Hundreds of articles around the globe talked about it, including
several tourist guides, magazines, newspapers, blogs and
publications
The ephemeral museum has also had many more visitors than any
other museum in the area; became a tourist must in Lisbon
Is planned to be replicated in other areas in Europe and the world
13. The Results/Outcome
Became an award winning campaign, receiving the
following accolades:
Cannes 2009: Gold Lion – PR, Silver Lion – Media,
Bronze Lion – Promo
Eurobest: Grand Prix – Media
D&AD 2009: IN BOOK – Integrated Campaign
One Show 2009: Merit – Integrated Campaign
CrestaAwards: Grand Prix.
14. The Lesson
What started off as something really small, turned into something huge in a
matter of no time. The best digital campaigns involve simple ideas, elegantly
executed.
It used a lot of media without a lot of media spending by having a website,
which allowed people to see the art and download audio-clips to their phone or
iPod to take with them as they go out and browse the art.
Inter-stitched brand‟s value, current events, idea of museum elegance and art
It‟s a fascinating and different way of portraying art and associating it with a
brand.
Budget would be maximized with brilliant ideas (campaign sounded expensive
but actually not)
15. The Lesson
it captured the rebel spirit of the rum
it used innovative technology that was readily available to the public
(ipodpodcast); it integrated a 'street museum' with a website and
ipod - a great display of 360 brand experience
it showed that alternative art is cool and should be appreciated.
Strat-wise it's a brilliant soft sell with Pampero Rum, because it was
an 'alternative' to conventional alcoholic choices of the target market
it showed support to street culture, cultivating a following with
young adults
Instead of marketing by themselves, they used the catalyst or
sneezers – those who are unbearably cool and prophetic types that
people follow
16. The Ideas for
Improvement
Very much well-executed. Instead of improvement,
additional campaigns and activities can be done:
Can be tied up with sales and marketing efforts with the
bars around the area
Can sponsor additional independent artist events in the
area
17.
18. Campaign Info
Advertising Agency: Leo Burnett Lisboa
Client: Diageo
Brand: Pampero Rum
Executive Creative Director: ChachoPuebla
Copywriter: Juan Christmann
Art Director: Ricardo Toledo
Programmer: Fred Bosch
