Casa Altos: a Mexican celebration at the Australian Open.
How we digitally amplified Altos Tequila's global campaign in Australia during the most saturated sporting event of the year — carrying the brand's Mexican spirit into the heart of the Grand Slam.
A global activation that needed to land in the Australian market.
Altos Tequila unveiled Casa Altos — a larger-than-life tribute to Australian tennis player Thanasi Kokkinakis, built around the brand's Mexican spirit and the most-watched sporting event of the Australian summer. Pernod Ricard and House of Tequila led a high-end global production with episodic storytelling, cinematic pieces, and an unmistakable visual identity.
Deeploy joined the rollout with a very specific role: implementing and optimizing the digital campaign across Altos Tequila's owned channels — making sure every creative phase reached the right audience in Australia, at the exact moment of the Australian Open.
How we turned the year's most saturated moment into an opportunity.
The Challenge — total saturation in the Australian feed
During the Australian Open, the entire country watches the same tournament at the same time. Dozens of global brands compete for every second of feed, and every impression costs more. Launching a Mexican campaign inside an Australian sporting event — and making it relevant under those conditions — is anything but trivial.
The task: keep the brand's voice intact while competing against the calendar, the budget, and the audience's attention — all at once.
The Strategy — a surgical three-phase rollout
We designed an amplification plan synchronized with the Open's calendar. Each phase had a specific role in the funnel, differentiated audiences, and measurable objectives — with daily optimization of creative, audiences, and bids across the two weeks of the tournament.
Three narrative acts — teaser, hero activation, and emotional close — executed with precision on Altos Tequila's owned channels.
Real growth at the most competitive moment of the year.
During the peak of the Australian Open — when competition for attention in Australia is at its highest — Altos Tequila's channels grew, expanded their audience, and held a consistent presence throughout the entire event.
Audience Growth
Altos Tequila's owned channels grew their audience precisely when the feed was most crowded.
Consistent Presence
The brand stayed visible across the full two weeks of the tournament, never losing share of attention.
Daily Optimization
Creative, audiences, and bids were tuned every day to defend efficiency in a costly, high-demand auction.
Genuine Connection
A spirits brand with no natural tie to sport inserted itself into the moment and built a real bond with fans.
Three phases, one story.
The narrative unfolded in three acts — built to create tension, celebration, and an emotional close — each with its own funnel objective.
“No Quiet Please”
The opening teaser — a nod to the tension of the match and the brand’s unmistakable accent. It set the stage before the Open hit its peak.
“The Casa Altos”
The heart of the campaign — the larger-than-life tribute to Thanasi Kokkinakis. We brought the lead production to the channels at the highest-pressure media moment of the rollout.
“Love Letter”
The emotional close — a love letter to Australia, to the player, and to the bond between the brand and its fans. It left the rollout’s final mark.
All images and audiovisual pieces shown on this page are the property of Pernod Ricard and Altos Tequila and were taken from their official social media profiles. Deeploy did not produce these creative pieces; our role was limited to implementing and optimizing the digital campaign on the brand's owned channels.
“For Pernod Ricard, having a presence at the Australian Open was a strategic priority — and meeting that level of expectation was a priority for us too. The focus was on maximizing reach and making sure the brand had real visibility amid the competitive noise from every other brand present. The most valuable part was showing how a spirits brand — one with no natural connection to sport — can step into a stage like that and build a genuine connection with the audience.”
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