1. APPLICATION FORM<br />Award Category: Best Bought, Owned or Earned <br />Program / Project: Jose Cuervo Alive<br />Name (Group or individual): Mateo Bahamón / Juan Abel Gutierrez<br />Market / Cluster: Colombia / Andean<br />Context: Tequila represents only 1% of total Spirits and liquors, and it CARG (2005-2009) show a 14% of growth. Jose Cuervo is the category leader with 74% (44K) of SOV But Aguardiente & Rum are the largest Spirit categories, they represented 81% of S&L in volume. On the other hand, the Cuervo awareness is 37% low number as a result of 2 years without ATL Campaign that makes us far away from Target, while Aguardiente Antioqueño maintain constant and effective communication with young people showing the highest point of awareness 86% considered as the preferred spirit in release occasions. <br />Brief description of the activity: The activity was based on a consumer insight: “Young university people want to have a successful work-life since their first job (Internship)”. The final winner was hired by Diageo as an Internship in Marketing.The activity had 6 steps and the platforms used to difusse the activity were: Facebook Fan Page (www.facebook.com/lapracticadetuvida), our own YouTube channel (www.youtube.com/alivejosecuervo) and supported by advertising in radio and Msn.Diffuse and registration process: Radio, msn, Facebook posts and a street team (8 university people named as ambassadors) invited people to join and registered their CV in a Facebook application (Tab). At the end of the registration process 1.826 CVs from all regions, universities, ages and careers were submitted.First Filter: Based on the role profile, 200 CVs were selected. Then via E-mail we sent a questionnaire. Second Filter: Based on the answers, 40 people were contacted for personal interview.Third filter: After the interview, 15 students were invited to Bogotá to the final interview with the Brand Manager and PR Manager. Then all of them were videotaped with a flip cam and in 20 seconds they invited people to vote for them. The videos were posted on Facebook fan page.Fourth filter: Voting was open during 6 days and at the end, the 4 men and 4 women with the highest votes were selected as the final team that went to Cartagena to live in a house during 10 days, with USD400, a Smartphone sponsored by Samsung, 1 Computer and 2 vans, all of them given by the brand.Final filter: During 10 days in Cartagena, the students were exposed to a lot of activities such as: Social responsibility, Cocktail competitions, Mini-amazing race, Digital challenges (Mobile plus Facebook or Twitter involving fans), Numerical, Psychological and Aptitude tests, Beach activities with consumers and other points such as Digital votes, Followers on Twitter, Creativity, Spontaneity and a Final interview were taken into account to choose the Winner. But not all was stressful; they also had parties in the most important Discos of Cartagena, dinners at top restaurants, Yate trips, Islands parties, Sports and cocktails to enjoy Cartagena. Every day was registered by 2 HD Cameras as a reality that at the end of every day, 3 minutes video was posted in Facebook to maintain informed our fans. Winner: The winner of Jose Cuervo Alive was announced in big party with a national artist. His name is Juan Sebastian Gutierrez and is actually working with us. Detail of outcome achieved: 7.070 fans in 4 weeks (75% between 18 and 24 Yo), 1.825 CV received, 52.3% of fans interacted with the fan page, 3.551 views of the videos posted in our YouTube channel, 122 radio placements (national), 2 magazines placements, 6 placements in news papers and 15 on line placements achieving 79.300 USD in Earn Press. Jose Cuervo Awareness passed from 37 to 51 (14 points) achieving an historical awareness.Objective: Bring the brand closer to target consumers through a contest or reality based on a real consumer insight (as “The apprentice”, but for Cuervo´s Target) supported by a media partner, a social network, WOM strategy and consumer experience activities in a“party City” in order to find the next intern for Diageo Colombia. The objective of the activity was to increase Jose Cuervo Awareness in replacing an absent ATL campaign but in a compelling way that connects emotionally with target consumers.Detail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />