The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Customer Experience / CX / In-Person
Annual ID
OS23_EX027B
About the Work
There are many deficiencies in the shopping experience in the stadiums of Mexico. One of them is the insecurity that fans are exposed to. The math is simple, crowded places equal pickpocketing. As a result, football fans must take measures to avoid getting robbed, which includes not bringing cellphones or wallets to the stadiums, just a few bucks, and the most valuable thing a fan has: their team jersey. On the other hand, payment methods at the stadiums limit fans from fully enjoying the experience of watching a match of their favorite club.
Corona has been affected by its beer volume sales. So the brief was to find a way to solve the problems involving a large volume that was rapidly escaping. Considering that the average attendance of each match is 50K people, this solution should position Corona in the center of the equation to effectively solve this problem.
The brief was to solve their biggest problem; beer volume sales. Paired with that, there has been a consistent rise of pickpocketing at many stadiums across Latin America. Fans are leaving their wallets and mobiles behind, impacting sales. Considering the average attendance of each match is ~50K, the solution should position Corona at the center of the equation to effectively solve this problem.
Our biggest solve was challenging the existing stadium infrastructure to embrace new technology. So we created and piloted a new payment ecosystem between Modelorama and the PoS Terminals within the largest stadium in Mexico for the year's most anticipated game; America vs. Cruz Azul. We reached 30,000 people who installed Jersey Pay within our first week of activity & +35% In-Stadium Sales Volume
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
VMLY&R Commerce Mexico / Mexico City
Art Director
Octavio Guerrero
Copywriter
Antonio Laget
Chief Creative Officer
Debbi Vandeven
Cinematographer
Pablo Cavia
Santiago Azuela
Creative Director
Daniel Martinez
Director
Nea Serrano
Editor
Jorge Romero
Executive Creative Director
Adriano Lombardi
Juan José Posada
Pedro Mayorga
Group Creative Director
Oswaldo Sa
Producer
Carolina Moreno
Juan Pablo Osio
Account Executive
Ines Sologuren
Chief Executive Officer
Santiago Cortes
Global Chief Creative Officer
Manuel Borde
Planner
Montserrat Resendes
Strategy Director
Juan Pablo Buffa
Global Creative Coordinator
David Cofrancesco
Philip Nash
Motion & Graphic Designer
Dariel Bogota
Jonhatan Bolivar
Lucas Pimenta
Planning director
Karen Guevara
Post-producer
Alicia Ortega
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