Cannes Lions

AMSTEL Index

DENTSU X SPAIN, Madrid / HEINEKEN / 2019

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Overview

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Credits

Overview

Background

AMSTEL, one of the main beer brands in Spain, improves its classic recipe.

But every time a brand does this, their loyal consumers criticize it, so the brand decides to make a study about the criticism and the recognition. "Recognition Index in Spain", the study promoted by Amstel, yields striking data such as: 80% of Spaniards do not feel recognized at work, 6/10 do not feel recognized as a couple, and 70% of Spanish mothers are not valued.

Amstel wants to promote the culture of recognition, because it is proved that valuing positive things has a great power in the general mood. Amstel launches the campaign “time to recognize” calling everyone to value the good things.

To achieve this goal, we wondered if we could make this promise tangible with a number, so that it is understandable by everyone and easy to spread through simple messages.

Idea

AMSTEL, one of the main beer brands in Spain, improves its classic recipe. And to communicate it launches the campaign “time to recognize”, calling everyone in Spain to recognize the good things, like their new recipe, instead of criticizing so much.

To achieve this goal, we wondered if we could make this promise tangible with a number, so that it is understandable by everyone and easy to spread through simple messages.

We created #AMSTELindex, an algorithm that analyses 400K social media conversations a month and shows the results though an index that measures the recognition of the country in real time.

With the data extracted from tool, and with PRISA (main media group in Spain) as a distribution partner, we create our own content. We launch daily articles, chronicles and creativities that generate notoriety over the situation and the problem.

Strategy

Each month we analyze over 400k conversations in real time. As we wanted to have a solid base, we started to gather data 5 months prior to the beginning of the project. 5 million conversations later, we have over 30 million pieces of data based on geopositioning, specific recognition and critique keywords, sentiment, reach, engagements, demographics... data that is interpreted by a unique artificial intelligence tool that we created with Sentisis, the most awarded buzz monitoring tool in Spain and Latin America.

The interpretation of the data is automated, allowing us to have in depth reports. We then create different targeted pieces of content with our own production team, and with our partners, PRISA (the main media group in Spain), where 8 different journalists create articles, radio mentions, posts, almost in real time.

Each of our pieces is targeted. We receive an alert that indicates that the recognition in politics decreases? We create an article with "El Pais" journalists and upload it on the politics section. Game of Thrones gets tons of recognitions? We upload a motion graphics piece in our social channels showing how the show has moved the index, and who has the best recognition in Westeros.

Execution

A recent theory proved that not giving recognition to others has a terrible consequence: it brings everyones mood down, making the mood of the country very negative.

We wanted to create a movement that allowed us to communicate our new positioning and to change this situation. To do this, we created a formula/algorithm to study the situation in realtime.

Each day we receive thousands of different insights based on the hundreds of thousands of conversations in social media.

We create contents in minutes, trying to encourage everyone to improve the level of recognition, and therefore change their mood.

Our tool has been gathering data for a year, what fed the index with +5 million conversations, making data the origin and content of a powerful source of information at the same time.

Once we launched AMSTELindex (a state of the art web.gl site), we launched messages on OOH, social media, TV, radio… sensitizing people about the situation, and what happens when we critic everything, all the time.

After 2 months of awareness campaign, we implemented our social hub, with a team of 8 members. We create multiplatform and multiformat pieces daily. Each of the pieces performance is improved and adapted to each network (texts, stories, video, memes...), based on a unique tone, graphics and language. The results and reception of this new style, made ASMTEL use it as the new brand guidelines.

At the same time, we started a partnership with PRISA, whose journalists create information pieces almost daily.

In only 5 months of activity we've reached 96% of our target. We've improved the affinity of the brand +14pp, and the knowledge and appreciation in +5pp. We've generated over 3 million interactions with 98% positive reactions, and thousands of comments... increasing AMSTELindex by 17.3%, changing the mood of a country.

Outcome

We create, occupy and moderate conversations on social media.

We receive an alert about a trend that is increasing the level of critiques? We occupy that conversation with a creativity thats encourages everyone to change the trend.

The brand also does some actions, being the first one to demonstrate and inspire.

We have reached people directly on their social channels, we have detected who are the users with the higher recognition (AMSTELindex), and we have awarded them with beer and trophies.

In only 5 months of activity, we improved the affinity of the brand + 14pp, and the knowledge and appreciation in + 5pp. Our pieces achieved more than 3 million interactions with 98% of positive reactions, and thousands of comments ... increasing AMSTELindex by 17.3%, thus changing the mood of the country.

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