BACARDÍ
Freedom Route 2010
Freedom Route 2010
date: September 2010
agency: Seisgrados
creative team: Daniel Calabuig, Jordi Luque and Raúl Gª Uclés
media coordination: Isabel Cruz
project management: Amparo Tamarit & Capuccine Decottingnies
production: Minerva Liste
copy: Cira López
audiovisual edition & production: Antártida
web programming: http Comunicación
social media: Friend to friend
description:
Pure Branded entertainment campaign, where 3 friends would live exciting experiences travelling around Europe over a month. This was the 4th and last edition, originally called the Bacardi Murmansk Route. Different name but same spirit: BFR'10, a journey in search of freedom.
To spread the campaign, we created various actions both offline and online (print advertising, web, social media, banners, etc ...), besides the main audiovisual content that was recorded occasionally even by travelers themselves and issued on a weekly online chapters.
Internacionalization: One of the big surprises of the trip was the internacionalization doing both Spain and Germany carried out in parallel this experiment involving two separate groups of 3 travellers. To find where the suitcase was opened, both groups had to live exciting adventures and meet several people to reach the exact coordinates
The travellers: The spanish travellers of this edition had the distinction of having the presence of the versatile spanish actor and comedian Edu Soto, who along with his two friends (Javier Rubio and David Perdomo) were the delight of the audience with his characteristic sense of humor.
The mysterious suitcase: Just as in other editions, travellers carried a mysterious suitcase that could only be opened when they reached their destination. In addition, for the 2010 edition were added some new features. One of the highlights of this year was that the suitcase was equipped with a system of "reverse geocaching" which, controlled by a GPS device, allowed to open it only in a particular place on the planet.
Parallel promotions: In parallel to the trip, several competitions between users and fans of the campaign were raised. One of them developed through an application on the Facebook page, and was to find a series of hidden in each of the chapters tracks. Once you have all the tracks, who first found the solution to the puzzle would win a fantastic world tour for 2 people.
Online coverage: To bring this online experience to users we developed various platforms: a microsite, a YouTube channel and a Facebook page that have reached over 12,000 fans gathering both countries. In all of these platforms, users could enjoy the adventures of travellers through the chapters recorded by themselves in audiovisual format.
End of trip: The ways of the Spanish and the German group would be found near the end. The Casa Bacardi in Sitges (Spain) was the place where they would receive the final coordinates of the trip. These coordinates discovered that the final destination was none other than the spot from they departed weeks ago. It was then discovered the most important of travel: freedom is just in the way.
