Assisted by DDB, Corona has launched its new paint, CoolGuard. This comes with a thermal insulation technology that reduces interior temperatures by up to 4ºC. It’s a cheap and ecological solution in a country where air conditioning must be used frequently as average temperatures in most regions climb higher than 30ºC for most of the year.
To highlight this benefit, the agency created an advertisement that showed (in a subtle and creative way) how easy it is to replace the overuse of these appliances. The message, in the style of “Where’s Wally?”, captured the interest of readers and specialized media in an impactful way. The first week of the campaign saw visits to the website increase by 50%.
The advertisement attracted the attention of international media, scooping the ‘Ad of the Week’
for the prestigious Lurzer’s Int’l Archive magazine.