Dj Underwater · The Challenge / J. Walter Thompson Madrid
Corona wanted to bring its “Experience The Etraordinary” concept even closer to its consumers. Last year, a British youngster, a taxi driver from Rome and an amateur Spanish rock group, felt what it’s like to live an extraordinary experience. Given the campaign’s success, this year the beer brand decided to move the concept to the social networks, hence “The Challenge” was born. Everyone has the right to live an extraordinary experience, and with this new campaign the brand’s commitment became even more real.
With this strategic objective, JWT developed a contest for the brand on Facebook at a European level, which transformed one of its consumers dreams into reality, specifically that of the German DJ Robert Mint, who dreamt of playing his music under water.