During my time at Momentum Worldwide, we successfully pitched for Corona's global account. With the brief setting the challenge of helping the brand move away from its association with the beach and into the wider realm of travel, we strategically and creatively set out to show Corona a whole new direction.
With the strong strategic insight that young people live in a constant state of travel anticipation and that travel anticipation is closely tied to feelings of happiness, we set out to show how Corona could be more than just a destination (the beach) and with drinkers for the entire duration of their travel cycle.
Our idea - Corona Horizons - looked to establish a platform that appealed to a mobile first generation, create a community of locals and Corona drinkers ready to share the culture, insights and tips that make every travel experience unique, and allow people to experience travel happiness regardless of their destination.
To tell the story of our idea in the pitch we created a short film to set the tone and build our own version of travel anticipation for the brand. And once we'd won the first pitch we turned round a second video in 2 days to build on the story further before our first kick-off meeting.
Not only was Corona Horizons the ideal solution to take Corona from the beach towards a bigger piece of the travel pie, it also gave Corona drinkers greater connection, conversation and creative inspiration.