Amor de Barrio
A global campaign that combines message, technology, and branding.
00
The Challenge
Bacardí sought to revitalize bar culture post-COVID by creating an innovative, technology-driven solution that was simple for consumers and bar owners, while meeting safety and branding standards across multiple international divisions.
The Solution
Bacardí launched a campaign to restore bars' prominence in Spain by offering a 50% discount on the first drink at participating venues. Customers used the ADB app to claim discounts via QR codes, supported by in-bar promotional materials, establishing a direct connection between Bacardí and consumers.
The project:
As the project director, I made quick decisions to meet tight deadlines, defining the campaign's message, creating promotional materials, brand assets, and implementation guidelines. I oversaw the development of two apps: one for consumers and another for bars.
The Bars App:
This app allowed bars to scan the QR codes of consumers and verify if the code was valid or if the user had already redeemed their daily discount. Additionally, it provided a record of all the drinks redeemed that day, as well as a section tracking the payments Bacardí made weekly for the discounts applied.
The Consumers App:
Through this app, users could redeem their discounts, search for bars that were part of the ADB campaign, and get real-time directions to the participating venues. Consumers became active participants in the campaign, helping bars regain their prominence while enjoying special promotions and discounts from the Bacardí Group.
My role:
Defined product and campaign strategy and vision.
Led a team of 2 UX/UI designers, 1 graphic designer, and 5 artists, managing tasks and workflows.
Oversaw all design stages, from research to implementation, providing creative solutions to complex challenges.
Planned and supervised usability testing, iterating designs based on user feedback.
Collaborated with product, development, marketing, and social media teams for alignment.
Ensured high-quality deliverables and project success through effective leadership and cross-functional coordination.
Results
6 months of continuous activity.
Implemented in 4 Spanish cities & 3 Portugal cities.
500 bars joined the campaign since the beginning.
Over 100,000 unique users registered in the applications.
More than 750,000 drinks were redeemed, a huge increase in sales.
These results not only reflect the campaign's success in quantitative metrics but also the effectiveness of a well-executed user experience strategy. By aligning the needs of bars and consumers, the campaign generated a positive and sustainable impact for Grupo Bacardí.
01
A set of artists from diverse cities painting their city most iconic places.
02
A consumer selecting his drink to redeem the discount.
03
Consumer application UI on different screenshots.
see also
