The World’s FirstEphemeral Museum Presented by Leo Concepcion
Pampero Rum100 per cent dark Venezuelan rum, a blend of several rums aged for a minimum of two years in white oak casks
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).
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
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
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
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
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
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
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.
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)
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 its 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
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
Campaign Info Advertising Agency: Leo Burnett Lisboa Client: Diageo Brand: Pampero RumExecutive Creative Director: ChachoPuebla Copywriter: Juan Christmann Art Director: Ricardo Toledo Programmer: Fred Bosch