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Corona Extra
How the Moon Helped Corona Find Its Beach in NYC

RAN IN: United States

CLIENT
Crown Imports LLC

Jim Sabia - EVP, CMO
Ryan Anderson - Assoc. Brand Manager
Matt Escalante Sr. Brand Manager
Craig Neely - Sr. Director, Mktg.

AGENCY
Cramer-Krasselt *Lead Agency

Renee Chez - SVP, Group Acct. Director
Derek Green - SVP, Executive Creative Director
Derek Sherman - SVP, Group Creative Director
Paul Elam - VP, Mgmt. Supervisor
Jimmy Olsen - Former Group Creative Director
Rick Standley - Assoc. Creative Director


SUMMARY

This is the story of how a brand that has invested over 30 years building equity in being the ultimate daytime beer was able to expand on that equity to claim the New York City night. Working with planetariums and universities, every angle was planned and calculated to create Luna Corona, the first celestial, interactive billboard event. With a little help from the moon, the Luna Corona phenomenon garnered buzz around the world and helped Corona realize a 7.9% increase in depletions in New York City versus the prior year.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: PR,Social Networking Applications,Events

Audience: Adults (25-39)

Objectives: Build, change corporate image

Type: Business-to-Consumer

Classification: Local

Language: English