Insight
Club Colombia is a 100% Colombian beer brand inspired in the countries’ roots and traditions. For the release of the new bottle, Leo Burnett was tasked with communicating that even though they have changed on the outside, they still represent the same symbol.
The issue among many Colombians is that this representing symbol only portrays negative aspects. How could Leo Burnett rescue the sense of belonging among Colombians, so that in the launching of the campaign they feel proud to have a beer that’s inspired in the essence of the country and its people?
Strategy
Using an illustrated book about the history that was been written about the country, the agency made visible the most detrimental tweets that it could find about Colombia written by Colombians and sent it to one of the most influential journalists of the country, Julio Sánchez Cristo, who wasn’t aware of how Twitter worked. For him these messages were new, and his indignation would be heard across all the different news channels, so all the Colombians that were proud of their country would join together under one voice to write #TheBestOfCOlombia* #LoBuenodeCOlombia in only four days, to show the world what they truly are.
Execution
Twitter is a social network where many hide underneath a pseudonym in order to destroy the country. The agency chose some of the worst tweets it could find about Colombia and illustrated them to make a book on Colombian´s perceptions.
This book was sent to one of the most credible journalists in the country and his indignation started a chain of outrageous reactions among the rest of Colombians, including the media, brands, companies, and even the President himself. The agency encouraged them to rewrite the current history of our country in just four days, using the hashtag #TheBestOfColombia (#LoBuenoDeColombia).
For Club Colombia this was relevant to demonstrate its convening power, as well to relate all the positive tweets to the brand. Making a book with the most detrimental tweets and presenting it to one of the most credible journalists of the country, was a tough decision, understanding that this it is not normal practice for the brand. Though, it felt it was necessary to do so in order to awake the sense of belonging of many Colombians, who erase the few that were disturbing the country’s image.
Results
• In less than four days, Club Colombia obtained enough material to write a book 800 times bigger than the first one.
• Close to 20,000 unique tweets about #TheBestOfColombia *#LoBuenoDeCOlombia in just four days.
• With Just one book of #TheBestOfColombia*#LoBuenoDeColombia - 90,000,000 media impressions.
• In 3 hours of campaign, #TheBestOfColombia (#LoBuenoDeColombia) became a national trending topic.
• Colombian President Juan Manuel Santos contributed four tweets on the first day of the campaign.
• With a $110 investment, the action received $290,000 in free press.