Keen professionals in Bulgaria, much like their international peers, rarely take a break. They are in a constant hurry — both offline and online.

To help them take a breather, we created Amstel Pause – the first installation that asks users to do nothing. Positioned in the centre of the city, the installation invited people to take a three minute break and rewarded them with cold beer.

We got more than 1000 consumers to try a new product and we managed to ignite keen professionals by tackling a problem common among them.

RESULTS

For 16 days, working from 4 to 9 pm, Amstel Pause collected:

4 032 minutes or more than 67 hours of doing nothing

1344 people took a break and tasted the new Amstel

More than 2000 tweets

For a total Media and PR spending of 1000 EURO

we achieved 150 international and Bulgarian publications in the most popular media news websites and blogs

and more than 350 000 Youtube video views.

Making Amstel Pause the most internationally acclaimed Bulgarian campaign ever.

As a result of the campaign, Amstel showed 10% annual growth