Sauza Tequila had to raise awareness across women to position itself as the best Tequila to make margaritas for their Ladies Night In. So we created a digital-centric campaign that cheekily played into female fantasies and delivered the Sauza-Rita recipe in a truly unforgettable way.
The video is ranked #15 in YouTube’s 20 Most Watched Ads of 2012 with 5,348,876 views as of 12/6/2012.
- PLATINUM Creativity International Award - Viral category
- SILVER and BRONZE Telly Awards
- COMMUNICATOR AWARD, Marketing Effectivness (Video)
- FINALIST MediaPost’s OMMA - Online Advertising Creativity, Standalone VIdeo.
Role: Conception, Creative Direction, Art Direction, Strategy, Client Presentation
10 days after the release, the main video has already been seen over a million times, featured on websites such as The Huffington Post, Jezebel, Cosmopolitan, Out, BuzzFeed and hundreds of blogs. The virality of the campaign went beyond the internet, and was a subject in the You And Me This Morning show on The U. 20 days after the release, it was flirting with 3 million views, over 500 comments and 3,500 Youtube likes.
As of April 26th, the video was rated #1 most watch video for an Alcoholic brand and #4 of all viral advertising video on ViralVideoChart.com.
Story-telling is powerful: to maximize the effectiveness of the campaign, the Sauza Tequila Rescue Tour came to customers in cities such as New York and Vegas.
The campaign and its strategy proved to be so effective that it became a case study for a lot of marketing related publications, including USA Today, Advertisement Journal and The New York Times (newspaper).
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Agency: Euro RSCG Chicago, USA