Our challenge was to position Buchanan's Whisky at the centre of Hispanic culture in the United States.
We created an overarching campaign with the call to action 'Es Nuestro Momento' (It's Our Time) to directly acknowledge the changing face of America. Es Nuestro Momento illustrated the sense of inclusivity and pride that comes with being Latino in the United States today. After recent collaborations with Pharrell Williams and Justin Bieber we recruited Colombian pop star J Balvin to front the campaign. He epitomises the heights that Latinos can scale, not just in the U.S. but across the entire world.
The campaign was lead by TV and Outdoor to introduce the new brand positioning. This included being broadcast in Spanish (with English subtitles) during the Baseball World Series between the Chicago Cubs and the Cleveland Indians on the English speaking Fox Sports network.
The campaign was supported throughout with content across all of Buchanan's social media channels including Facebook and Instagram. J Balvin loved the campaign so much that he was organically sharing content with his millions of followers on Instagram and Snapchat.
We elevated the campaign to the next level by creating an interactive competition entitled 'Feat. J Balvin'. We collaborated with SoundCloud to create a website hosted at EsNuestroMomento.com, the aim, to uncover a talented musician from the latin music scene. J Balvin recorded an exclusive vocal track to be used as a key part of the competition entry.
We had J Balvin's vocal track pressed to a 500 limited run on Buchanan's green vinyl. The discs were seeded with music industry influencers to bring attention to the huge oppourtunity presented by the Feat. J Balvin competition.
Hundreds of entries were whittled down to the final ten below by a judging panel backed by J Balvin.
The public then crowned 'Eldelamusic Feat J Balvin' as their overall winner via votes placed at EsNuestroMomento.com. Eldelamusic could not hide his excitement as you can see from his social media updates below. Finally he was invited down as a VIP guest to the Latin Billboard Awards to hang out with the man himself, J Balvin.