Ignite your Latin Vibe
Background
With the global campaign The Beer with Latin Vibe, Desperados targeted a new generation of festival-goers in the Netherlands: Generation Z and Y. A generation that lives in a world of packed schedules and to-do lists, leaving little room for spontaneity. That’s why Desperados introduced the Latin Vibe: a fresh energy where spontaneity and a laid-back, free vibe take centre stage. Megawatt translated this global positioning into an integrated activation platform for Dutch festivals: Ignite Your Latin Vibe. This platform brought together festivals, social media, and online activations into a cohesive whole.
Approach
Avenida Desperados
At the heart of our platform was Avenida Desperados: a vibrant street bursting with energy. Megawatt created a modular festival kit that allowed festivals and partners to transform their spaces into bustling hotspots. Balconies turned into pop-up stages, alleyways became block parties, and shopfronts came alive with music and performances. The vibe? Unexpected, open, and full of Latin flair!
The Bodega
The standout feature was The Bodega at Pinkpop. From the outside, it appeared to be a typical South American corner shop, filled with colourful products and Latin cultural details. But behind a hidden door, visitors discovered a secret alley where a spontaneous block party was happening. The Bodega evolved into the social hotspot of the festival, generating a wealth of organic content and shareable moments.
Become Head of Latin Vibe
The activation platform thrived not only at festivals but also online through earned and social content. The recruitment campaign, Head of Latin Vibe, gave consumers the chance to become the face of the campaign. Not a traditional ambassador role, but a quest for someone who embodied the Latin Vibe. Through social media, we challenged consumers to showcase their own Latin Vibe by creating content and sharing their dance moves to the track GUAO GUAO. The winner became the official Head of Latin Vibe, touring festivals like Pinkpop, Solar, and Down The Rabbit Hole, capturing and spreading the Avenida Desperados vibe with a reach of 10M and a PR value of 96.8K.
Result
With the localized activation platform Ignite Your Latin Vibe, Desperados successfully established itself as The Beer with Latin Vibe at Dutch festivals in a long-lasting and consistent manner. Through a strategy and concept that translated across various touchpoints, Megawatt made the brand positioning tangible at every relevant moment of the festival season. This ensured that Desperados remained constantly visible, culturally relevant, and directly connected with the target audience.
Let's work together
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