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Case study · Social media

From here to Madeira, in a fino or an imperial.

    urbanistas

    Português

    Case study · Social media

    From here to Madeira, in a fino or an imperial.

    Cerveja Coral · Marketing

    § 1 The concept

    Think

    As a way of announcing the arrival of Cerveja Coral on draught at new places in mainland Portugal, and as part of the social media management urbanistas has done for this brand since 2015, we decided to create a digital campaign aimed at the market of saudade. Whether Madeirans living on the mainland, people who visited Madeira and miss its flavours, or simply those looking for an escape from everyday life.

    The concept was to use regionalism as a weapon. In the north of mainland Portugal draught beer is called a fino and in the south an imperial, and so came the copy "Daqui à Madeira num fino!" (From here to Madeira in a fino!) for the whole northern region, and "A uma imperial de distância!" (Just an imperial away!) for the whole southern region. In the posts, the captions direct the audience to a website where the points of sale can be found.

    § 2 Final work

    Create

    A Coral fino on a wooden table by the Douro, with the D. Luís bridge behind, in the late afternoon. At the top, “Daqui à Madeira num fino!”.A Coral fino on a table in the sun, with the Bom Jesus stairway and its visitors behind. At the top, “Daqui à Madeira num fino!”.A hand raises a Coral fino at a terrace by the Aveiro lagoon, with moliceiro boats behind and friends smiling at the table. At the top, “Daqui à Madeira num fino!”.A hand raises a Coral fino in the Paço das Escolas in Coimbra, with the University tower and students in capes behind. At the top, “Daqui à Madeira num fino!”.
    Fig. 1 “Daqui à Madeira num fino!”: the posts for the north, in Porto, Braga, Aveiro and Coimbra.
    A Coral imperial on a terrace table in a cobbled Lisbon street, with the yellow tram behind. At the top, “A uma imperial de distância!”.A hand raises a Coral imperial in front of the columns of the Roman Temple of Évora, with visitors behind. At the top, “A uma imperial de distância!”.
    Fig. 2 “A uma imperial de distância!”: the posts for the south, in Lisbon and Évora.

    § 3 Fact sheet

    Social media management since 2015

    § 4 People involved

    • Nuno Serrão, Creative Director
    • Andreia Rodrigues, Designer
    • Ana Bettencourt, Designer
    • Susana Sousa, Brand Manager Coral
    • João Rodrigues, Marketing Director, ECM

    Contacts

    Phone
    965 723 315
    Email
    info@urbanistas.pt
    Address
    Startup Madeira, EV 167, Campus da Penteada, 9020-105 Funchal
    Instagram
    @urbanistas.pt