Santa Rita La Vida is there to be lived
Summer was once about taking it easy. But then the world went always-on and our lives became full-on, with endless hurdles between us and a night out with friends. Against this backdrop, McCann helped Santa Rita 120 save the working-hard and time-starved with a social event that would capture the spirit of their brand mantra “Living La Vida”.
Friends having to live further away from each other as they get older, everyone working longer hours, having different dietary requirements and dislikes. There are so many obstacles to friends and family getting together and relaxing, or Living La Vida, as Santa Rita 120 puts it. Santa Rita briefed McCann to come up with a defining activation to make the brand mantra mean something for its Irish target consumer.
Our research and strategy work established what all of the chief obstacles were to the consumer Living La Vida. Our creative strategy, quite simply, was focused on removing them and making it as easy and as automatic as possible for friends to get together.
We needed a central, easy-to-get-to location that would suit everyone, with the type of food on tap to fulfil even the fussiest. We found all that in Eatyard on South Richmond Street, where our creative, design and production teams conspired to put together an environment conducive to Living La Vida for 120 time-poor guests. We somehow managed to arrange for the right weather to be in attendance too.
We needed the perfect host to throw our Santa Rita shindig. And McCann found her in the form of travel and beauty blogger, Nadia Daily S’elf who has made a career out of Living La Vida. We wanted an influencer who would do more than simply take selfies with a bottle of wine; she needed to be an integral part of the activation, engaging with guests and helping us to discover what different Santa Rita drinkers’ idea of Living La Vida is.
McCann reached over 142,000 people across Facebook and Instagram with a video invite fronted by Nadia that received over 80,000 views. We then engaged this audience after the event with more video content and several edits that saw Nadia working the room our #LaVida120 Lounge, speaking to groups of pals and finding out how important their friendships are to them.