1. APPLICATION FORM<br />Award Category: Best Marketing & Innovation Initiatives <br />Program / Project: WWW Eduardo Marturet Launch on Plaza Altamira <br />Name (Group or individual): Carolina Calandriello, Carolina Haiek, Luisa Fernanda Macías, Eugenio Rodríguez <br />Market / Cluster: JWBL Venezuela / Cluster Andean <br />Context: Venezuelan market, has restrictions in terms of massive communication for alcohol products (non TV or Radio is allowed). Therefore the challenge was to launch WWW Giant platform using a local giant without using TV or Radio, and generate the massive buzz we need. <br />Detail of outcome achievedThat was the first time that a brand had the opportunity to take completely the Plaza Altamira public space with a classical music concert. More than 2000 people attended personally the concert. The journalist participation was record in front of a normal press conference. Eduardo Marturet was known as the local JW Giant and also that message was transmitted as “the Walk with giant Diageo program” through TV & radio nationwide, so in a restricted environment, the team figured out the way of transmitting the message to the country. Objective: To Launch WWW platform in a different & impacting way, using a BTL activity that generates Buzz Brief description of the activity: We developed a public concert with the county Orchestra of Chacao in Caracas City-Venezuela with the direction of Edyardo Marturet! The fisrt local Venezuelan giant. We coordinate with Chacao County, & Eduardo Marturet this public concert in Plaza Altamira. Plaza Altamira is an iconic public space. That was the first time that people in Caracas could join a public concert own by a brand. Also the team made a joint venture with a television channel & a radio station, so we could have the massive transmission with Walk With Gian with Eduardo Marturet in Plaza Altamira. Everybody nationwide, could join the concert through radio & television and also the buzz generated was amazing. The journalist cover was not only spectacles, also business, culture & general news, so the quantity of media that attend the event was a record comparing to a press conference A key area was created for key opinion leaders, media journalists & key people. The concert was created with the Orchestra of Chacao & Eduardo Marturet as its director. There were more than 2000 people that personally attend the concert, the street was blocked by the county police & people from the city could had an experience that never had before in a city like Caracas: a public concert, with a high quality artist such as Eduardo Marturet that is well known not only in Venezuela, that he won a Grammy and he is an icon of classical music. The people from Caracas & the rest of the country through Radio & TV, could join a great concert, for free, in a Out of Home experience with total glamour, beauty & safety. This experience was memorable Detail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th{.ñ,<br />