Market
VMLY&R COMMERCE Mexico
Challenge
Football stadiums in Latin America are a common place for pickpocketing. To avoid this, fans leave their valuables at home, but for Corona, this social behavior impacted its in-stadium beer volume sales.
Idea
Create a new and innovative contactless payment method that turns team jerseys into digital wallets, allowing fans to show their passion for their teams while allowing Corona to capitalize on this most important consumption moment. With the addition of an RFID tag in the jersey, fans were able to purchase Corona at the stadium with just a tap of the badge.
Growth
- +35% in-stadium sales volume in first week
- 30K tags inserted in first week
Recognition
- Cannes Lions, Silver (Mobile)
- Cannes Lions, Bronze (Creative Commerce)
- LIA, Gold (Creativity in Commerce)
- LIA, Bronze (Creativity in Commerce)
- LIA, Bronze (Beverages)
- El Ojo de Iberoamerica, Gold (Content Eye)
- El Ojo de Iberoamerica, Gold (Sports Eye)
- El Ojo de Iberoamerica, Silver (Digital & Social Eye)
- El Ojo de Iberoamerica, Silver (Direct Eye)
- El Ojo de Iberoamerica, Silver (Brand Experience & Innovation eye)
- El Ojo de Iberoamerica, Finalist (Innovation Eye)
- DADI, Winner (Chair Award)
- DADI, Winner (Best Digital Transformation)
- DADI, Winner (Technical Innovation)
- DADI, Winner (UX/Usability)
- DADI, Winner (Consumer Products or Services)
- Clio, Grand Prix (Digital - Other)
- Clio, Gold (Fan Engagement - Digital)
- Clio, Silver (Experiential - Digital)
- Clio, Silver (Innovation - Product Innovation)
- Círculo de Oro, Grand Prix (Mobile Grand Prix)
- Círculo de Oro, 4x Gold (Experience)
- Círculo de Oro, 2x Gold (Engagement)
- Círculo de Oro, Silver (Engagement)
- Círculo de Oro, Silver (Experience)
- Círculo de Oro, Bronze (Big Idea)
- Clio, 2x Gold (Creative Commerce)
- Clio, Bronze (Creative Business Transformation)
- Clio, Bronze (Experience/Activation)
- One Show, Bronze (Design)
- One Show, Bronze (Experiential & Immersive)
- One Show, Merit (Experiential & Immersive)
- One Show, Merit (Interactive & Mobile Craft)
- One Show, 2x Merit (Interactive, Online & Mobile)
- One Show, Bronze (Print & Promotional)
- One Show, 2x Shortlist (Direct Marketing)
- Clio, Shortlist (Digital/Mobile/eCommerce)
- One Show, Merit (Design)
- D&AD, Bronze (Digital)
- D&AD, Bronze (Experiential)
- D&AD, Shortlist (Commerce)
