Cannes Lions

ANDES

DEL CAMPO SAATCHI & SAATCHI, Buenos Aires / AB INBEV / 2015

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Based on the insight that if you’ve got something difficult to say, it’s easier to say it with an Andes, the brand has developed the first-ever beer bottle capable of recording and sending video messages.

By scanning a QR code on the label, users can download an app, record a message, and send it virtually along with the bottle.

The video message remains in the cloud until the recipient scans the same QR code. The message then self-destructs after playing, putting the sender at ease.

Execution

The execution of the idea fully incorporated the product. A tool that is completely relevant to the target audience was added to the Andes bottles. The marketing plan was the following: during 2 weeks the new limited edition Andes were distributed at sales locations. From there it went into the stage of communication on TV, outdoor, digital and mobile. Once it was understood by the consumer how to use the limited edition and what it was for we began to incentivize its use with more content on social networks, and making use of the principal influencers on Twitter and on the radio (a very important medium in the region).

Outcome

The application became the most downloaded in history for that region. Within a population of 150,000 young people who use smartphones, 18,791 downloaded the app. It had an average of 10,300 logins per week and 12,046 messages were created. The brand grew 9% in Top of Mind and sales increased by 7% reaching a total of 8,125,686 Andes sold.

#MessageinaBottle became a regional trending topic. The commercials had more than a million views with a CPV of $0.12 and a youtube VTR of 32%. On social networks it impacted 431,110 unique users of Twitter, and achieved 1,700 Facebook interactions, generating a total of 5,706 clicks in shared links. And without a doubt, the best result was the thousands of young people who were able to say what they couldn’t before, thanks to “Message in a Bottle”.

Similar Campaigns

12 items

Responsible St. Patrick's Day

OGILVY, Chicago

Responsible St. Patrick's Day

2022, PERNOD RICARD

(opens in a new tab)