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 Americ...
The Situation Bairro Alto, in the heart of Lisbon, is known for its bars,  design stores and street art The government a...
The Challenge/            Problem/Goal To launch Pampero Rum in Portugal In Portugal, drinking rum has been associated w...
The Budget Annual budget of 30,000 Euros
Solution Create the World‟s First Ephemeral Museum Focus on the social group who refer to themselves as  INDIE - they sa...
The Actions Taken First, they tagged best pieces of street art at the Bairro Alto district;  careful analysis of street a...
The Actions Taken
The Actions Taken exhibited the works of international artists Dolk and Jef  Aerosol, as well as national artists in the ...
Samples of Artworks
The Results/Outcome With an annual budget of only € 30.000 it has generated visibility of  more than € 240.000. Pampero ...
The Results/Outcome Became an award winning campaign, receiving the  following accolades:    Cannes 2009: Gold Lion – PR...
The Lesson   What started off as something really small, turned into something huge in a    matter of no time. The best d...
The Lesson it captured the rebel spirit of the rum it used innovative technology that was readily available to the publi...
The Ideas for              Improvement Very much well-executed. Instead of improvement,  additional campaigns and activit...
Campaign Info Advertising Agency: Leo Burnett Lisboa             Client: Diageo          Brand: Pampero RumExecutive Creat...
Thank You!Presented by Leo Concepcion
Pampero
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Pampero

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Pampero

  1. 1. The World’s FirstEphemeral Museum Presented by Leo Concepcion
  2. 2. Pampero Rum100 per cent dark Venezuelan rum, a blend of several rums aged for a minimum of two years in white oak casks
  3. 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. 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. 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
  6. 6. The Budget Annual budget of 30,000 Euros
  7. 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. 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
  9. 9. The Actions Taken
  10. 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
  11. 11. Samples of Artworks
  12. 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. 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. 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. 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 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
  16. 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. 17. 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
  18. 18. Thank You!Presented by Leo Concepcion

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