- -Cuervo Tradicional-
GDL ES TRADICIONAL
GUADALAJARA PRIDE FLOODED INSTAGRAM
CUERVO TRADICIONAL® was not connecting with the young people in Guadalajara; the target was the distant and removed from its present goal; so we look for ways to strengthen our position in this key again for us city.
So we decided to link up with our consumers again, stronger than before and by natural means to the target: Social Media, mainly using Instagram, amplifying this effort through BTL.
Create a comprehensive platform to connect Cuervo Tradicional with the youth of Guadalajara and detonate the pride of being Mexican, in one of the most representative and important cities to the brand.
How to connect CUERVO TRADICIONAL® in a new way with the youth of Guadalajara? Action was needed to generate identity but above all speak the same language in a natural way.
The idea –
We analyzed all the things that could be meaningful to the target (music, celebrities, places and experiences) and discovered that the people of Guadalajara feel an enormous amount of pride in their Guadalajaran identity.
In this way we created a movement that would boost the pride of being from Guadalajara; a tribute made for its people through the brand, thereby creating a powerful bond of affinity and local identity.
How did we do it? –
We designed a platform based entirely on Instagram and amplified it through other social media networks (Facebook and Twitter) all under the #GDLESTRADICIONAL (Guadalajara is tradicional) concept.
This is how #GDLESTRADICIONAL born, an initiative designed to encourage the enormous pride in everything Guadalajara (culture, people, art, etc.) a tribute to Guadalajara done for its people through the brand.