Mahou’s “Labels” are the Best Regional or Local Campaign in the Eficacia 2024 Awards

Jane Anderson
Jane Anderson
Mahou's “Labels” are the Best Regional or Local Campaign in the Eficacia 2024 Awards

“Etiquetas”, by the creative agency &Rosàs for Mahou, with Tango and Zenith Media as collaborating agencies, has been chosen by the jury of the Eficacia 2024 Awards as the Best Regional or Local Campaign, receiving Gold in this category that values ​​excellence, results and impact on the business of campaigns with a geographical scope limited to a region or locality.

“We lied to each other as soon as we met, I told him ‘Let’s have a Mahou and that’s it’ and he completely believed the most beautiful lie in Madrid”. This is how one of the three narrated short stories in tags from the first special edition of Mahou the essence of the “Madrid messes us up, Madrid finds us” campaign. Coinciding with the Almudena Day, patron saint of MadridMahou modified its logo for the first time in its history, changing it to “Madrid”, the city where the brand was born, to recognize its link with the capital and pay tribute to the most iconic thing about the city: the meetings it hosts.

Since its birth, more than 130 years ago on Amaniel Street in Madrid, Mahou has forged a unique bond with the city and has been intrinsically linked to its history, witnessing its growth and transformation. Through this special edition, Mahou wanted to celebrate the encounters and the spontaneous and unique character of Madrid.
For the special editionthe bottle labels had three micro-stories made in a font that simulates a bar napkin and were available in hospitality establishments in the Community of Madrid.

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The campaign, signed by the creative agency &Rosàs, featured a video piece and had an ambitious outdoor plan developed by Zenith Mediawith large-format canvases located in the city’s iconic neighborhoods. In addition, the campaign was active in the lobby of some Metro stations and included a circuit of mupis, fences and party walls throughout the Community.

As a result of this campaign, as provided by the brand in the case study, the penetration in points of sale in Madrid increased by 10%, the value share reached 52.5% – which means multiplying the results of the main competitor x7 – and the content plan had 97% positive+neutral sentiment and 42,000 interactions, mostly organic .

“Labels” technical sheet

  • Advertiser: Mahou
  • Product: Mahou 5 Stars Special Edition
  • Client contact: Emmanuel Pouey / Pablo Sánchez / José Antonio Primo de Rivera / Ricardo Doval
  • Agency: &Rosàs
  • Strategic planning: Daniele Cicini
  • Executive Creative Director: Miguel Ángel Duo
  • Art Direction: Mónica Casamor, Fernanda Martínez
  • Editors: Sara Blanco, Rafa Tarsicio
  • Account team: Ramón Brea, Miriam Pérez
  • Head of Production: Jordi Solé
  • Agency graphic producer: Patricia García
  • Producer Photo: WeAreCP Silvia Guillén
  • Production Manager: Mónica Regueira
  • Photography and retouching: The Team
  • Art and prop team: Cordero Atelier
    Production Manager: Mónica Regueira
  • Lettering artist: Pol Montserrat
  • PR Agency: APPLE TREE

Best Regional or Local Campaign in the Eficacia 2024 Awards

Mahou competed in the Best Regional or Local Campaign category with 5 other brands: Banco Sabadell, Cabify, Mahou Cinco Estrellas, PortAventura World, Uber and KFC.

In the last edition of the contest, the recognition was given to Confecomerç by the campaign “Principles to recover the Principles”, devised by the creative agency Rosebud. The campaign highlighted the attributes and values ​​of local commerce to promote more local consumption among consumers.

Efficiency Awards 2024

Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.

The total number of trophies awarded in this edition of the awards has been 40 – excluding the special recognition and including both the Grand Prize and the Awards for Media Agency of the Year and Creative Agency of the Year -, among which are 11 gold, 14 silver and 12 bronze achieved by 26 advertisers, 34 leading agencies and 16 collaborating agencies.

More info: Complete list of winners of the Eficacia 2024 Awards