MADRI | EL ALMA DE MADRID
Challenge - Make our target audience desire Madri over the competition.
How - Leverage the brand positioning - MADRI MODIVA (The Spirit of Madrid) by engaging
our target audience with a wall of βREDβ and plenty of thirst quenching incentives.
![7808_KV_LAND_ENGLISH.jpg](https://images.squarespace-cdn.com/content/v1/5fb77d25f458593a6d86b3e4/c73c5ddf-4081-4d70-95ee-1ebd4931826c/7808_KV_LAND_ENGLISH.jpg)
![7808_KV_LAND_SPANISH.jpg](https://images.squarespace-cdn.com/content/v1/5fb77d25f458593a6d86b3e4/c6a33c25-ba6d-445a-af4e-4badea6d607f/7808_KV_LAND_SPANISH.jpg)
![7808_KV_LAND_STREET_ART.jpg](https://images.squarespace-cdn.com/content/v1/5fb77d25f458593a6d86b3e4/8347d4f7-e170-45f3-a9a5-00bb48c02891/7808_KV_LAND_STREET_ART.jpg)
![7808_KV_LAND_ROOFTOP.jpg](https://images.squarespace-cdn.com/content/v1/5fb77d25f458593a6d86b3e4/bd9cc92d-ffe8-4252-9933-f4514eb2c8d3/7808_KV_LAND_ROOFTOP.jpg)
![7808_KV_LAND_FLIGHTS.jpg](https://images.squarespace-cdn.com/content/v1/5fb77d25f458593a6d86b3e4/9b55ff32-e326-4b8b-acde-83fdb8736616/7808_KV_LAND_FLIGHTS.jpg)
![7808_KV_LAND_MAD_COOL.jpg](https://images.squarespace-cdn.com/content/v1/5fb77d25f458593a6d86b3e4/031aba45-1cb6-4857-8265-9d1dd682a91e/7808_KV_LAND_MAD_COOL.jpg)
Below is a toolkit of ideas to incentivise purchase in both the off / on trade.
EXPERIENTIAL | DIGITAL | PRINT
Experiential 1. Use the Madri bottle as the spray can to create your work of art. Express your inner Modiva. Get it printed on a LTD pint glass
Experiential 2. Match 2 doors to see if you're a lucky winner. Look out for Chulpo to claim a spot prize
Experiential 1. The Madri Gif booth. Enter the 'Red Door'. Create a unique GIF of you & a friend in the streets of Madrid. Claim a code to redeem xx off Madrid in-store. Get entered into the FPD.
Digital 6 sheet.
Car park banner.
Security shrouds.
Pallet & FSDU.
BWS aisle takeover.
Fridge door take over.
Wholesale.
Website takeover
Convenience store takeover.
Beermats.
Tentcards.
Inbar poster.
On trade sales kit.