Madri Connectada
Brewing Connectivity with Spanish Soul
In a bid to become the world's premier Spanish-style lager, Madri set out on a mission to infuse the Soul of Madrid into every sip. With a commitment to exemplifying premium taste, quality ingredients, and unparalleled style, Madri sought to disrupt the global lager category and emerge as the most connected beer brand worldwide.
"Say Hola to Excitement: Unlock Red Doors with Madri!"
Madri envisioned an always-on connected experience, seamlessly engaging consumers across every touchpoint.
The campaign introduced an innovative ecosystem of red doors, scattered across various mediums – from packaging and billboards to graffiti, beer mats, and social media.
Every encounter with a red door marked the entry into the "Madri Connectada" platform.
To unlock the doors, individuals were invited to playfully engage with Spanish words, harnessing the brand's DNA while offering users a delightful language-learning experience. Voice recognition technology validated and granted access to an exclusive content hub.
Users embarked on a captivating journey via an interactive map, discovering and collecting red doors to unlock special rewards, invitations to sponsored events, and entry to the coveted Madri takeover party. The rewards included glassware, exclusive content, and enticing discounts.
The Experience
At the core of shaping the Madri experience, my role involved conceptualising an interconnected ecosystem of red doors.
Inspired by the psychological concept of pattern recognition, I strategically developed the idea with the intent to cultivate a Pavlovian reflex. The objective was to establish an association where encountering a red door symbolised positive rewards, creating a reinforcing pattern for users. This innovative quest not only transformed commonplace spaces but also turned each door into a portal, offering unexpected and delightful encounters.
My Role
The client's enthusiasm for a connected campaign that tailored experiences based on time and location underscored its success.
The ecosystem of doors proved not just a visual delight but a strategic move, with consumers associating the brand with positive experiences. The campaign achieved widespread recognition, with users actively seeking and engaging with red doors, fostering a unique and lasting connection between Madri and its audience. The quest for the doors became a journey of discovery, amplifying Madri's presence and making it a memorable part of consumers' experiences.
Impact
