During my master studies in Marketing, Communication and Advertising in Digital Media at the IED in Madrid, I developed and realized with the support and guidance of friends from all over the world this content campaign never before applied for a band or artistic group.
The song Campeón
Campeón is a recognition to all the people who try their whole life.
The idea
The idea was born from our band's audience who frequently expressed that they listened to Campeón to lift their spirits and that they felt full of energy and motivation. So we knew that was a main quality of the song: Energize.
The concept
We decided to appropriate the function of energy drinks, but in the field of music by creating: Energy Music ® which musically stimulates the same areas of the brain and body that are activated when consuming energy drinks.
Implementation of the concept
Adding the philosophical and conceptual identity of the band (music, dreams and work) we launched the first energy drink that you don't drink, you listen to, formulated to fill you with the energy needed to try for your dreams.
Phase 1 What is being a Champion?
Before launching the Champion campaign as an energy drink, we needed to generate an emotional link with the meaning of the song: "Trying is being a Champion" by explaining what a Champion is and reactivating the interaction with the public through social networks with the hashtag #SOYUNCAMPEON.
Decalogue
Phrases of a Champion
Phase 2 The launch
We needed to substantiate our bold proposal and find those who could help us spread the message. So, hand in hand with neuroscience experts and professors from the Universidad Veracruzana, we presented to the media: Campeón Energy Music@ The first energy drink that you don't drink, you listen to.
Press Conference
The videoclip
The best way to share and motivate our audience to be encouraged to do what they love was to share with them the story of failures throughout our five-year journey. So we made this emotional documentary videoclip with the song Campeón, sponsored by Campeón Energy Music@ Official Sponsor of all attempts.
The website
The crux of this content strategy was to direct our audience to a site where they could download the song through their email or a post on their social networks, and share with them our failures and the rationale behind how our drink works.
The posters
To make our campaign clear, the first thing to communicate was that Campeón is the first energy drink that you don't drink, you listen. Inviting you to try it for free on the web tomacampeon.com Campeón Energy Music®. Thanks to the excellent photography of Rubén Alvarado, our models (Jorge Demeneghi and Gabriela), the lights provided by the Escuela de Arte Digital Creativa, our idea and my work in Photoshop, we achieved these attractive graphic compositions.
The musicians
Our personal attempts and failures are what led us to meet at some point in our lives as a band. So we pay homage to them by sharing them with our audience, and letting them know why when we are on stage and play Campeón we are filled with the energy to tell them that beyond success or failure, try THE ENTIRE LIFE, and that this energy is what we use to fill this can of powerful music.
Phase 3 The champion dreamers
To end this campaign the idea was to showcase great dreamers in history who tried and achieved incredible things influencing the world and our lives to this day. Highlighting and exalting not only the human capacity to dream and yearn, but to try with the desire that dream demands, we placed Champion Energy Music®: that motivates and energizes your heart so that once and for all you start trying for your dreams.
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