London International Awards
2022 Winners and Finalists
Bronze
Ambient & Activation
Beverages - Alcoholic
Entrant: | VMLY&R Commerce, Mexico City |
Brand: | Corona |
Title: | "Jersey Pay" |
Corporate Name of Client: | AB InBev |
Agency: | VMLY&R Commerce, Mexico City |
Global Chief Creative Officer, VMLY&R: | Debbi Vandeven |
Agency Chief Executive Officer: | Santiago Cortes |
Global Chief Creative Officer: | Manuel Borde |
Executive Creative Directors: | Adriano Lombardi/Pedro Mayorga/Juan José Posada |
Group Creative Director: | Oswaldo Sa |
Creative Director: | Daniel Martinez |
Copywriter: | Antonio Laget |
Art Director: | Octavio Guerrero |
Agency Producer: | Juan Pablo Osio |
Agency Motion Designers: | Dariel Bogota/Jonhatan Bolivar/Lucas Pimenta |
Agency Strategy Director: | Juan Pablo Buffa |
Agency Account Executive: | Ines Sologuren |
Agency Planning Director: | Karen Guevara |
Agency Planner: | Montserrat Resendes |
Agency Global Creative Coordinators: | David Cofrancesco/Philip Nash |
Production Company: | Oriental Films, Mexico City |
Director: | Nea Serrano |
Producer: | Carolina Moreno |
Cinematographers: | Santiago Azuela/Pablo Cavia |
Post-Producer: | Alicia Ortega |
Editor: | Jorge Romero |
Description:
As a result, football fans must take measures to avoid getting robbed, which includes not bringing cellphones or wallets to the stadiums; just a few bucks and the most valuable thing a fan has: their team jersey.
On the other hand, payment methods at the stadiums limit fans from fully enjoy the experience of watching a match of their favorite club.
Corona has been affected by its beer volume sales. So the brief was to find a way to solve the problems involving a large volume that was rapidly escaping. Considering that the average attendance of each match is 50K people, this solution should position Corona in the center of the equation to effectively solve this problem.
Corona reinvented the way to enjoy a football match by creating a new payment solution for the fans. The idea was to turn their football jerseys into a digital wallet and enable them to enjoy a cold Corona without using cash. Eliminating all kinds of problems experienced by fans in stadiums. This is how Jersey Pay was born.
The fans only had to reach a Modelorama vendor with the “JerseyPay Logo” and tap the badge of their jersey. Once they have installed the jersey tap, they could pay with a PoS terminal within the stadiums.
The vendor approaches its contactless device to the crest and instantly charges it to their account at retail price. In addition to making the purchase of Corona more comfortable and fun. By using this payment method, fans could enjoy extra benefits and promotions. Making their Corona experience go beyond the stadium.