Cannes Lions

ANDES BEER

DEL CAMPO/NAZCA SAATCHI & SAATCHI, Buenos Aires / AB INBEV / 2010

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Overview

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Credits

Overview

Description

As new beer brands are appearing in the market, Andes, the beer leader in Mendoza (Argentina) wanted to find a new way to connect with consumers, which are mostly men.The objective: To increase brand preference through an innovative proposal.

Execution

THE SITUATION:Men love going to bars to drink beer with friends.THE PROBLEM:Girlfriends. They hate it when men go to bars to drink beer with friends.THE SOLUTION:ANDES TELETRANSPORTER.Soundproof booths placed in the main bars of Mendoza, Argentina.These booths have a sound panel that recreates different environments to get men out of the bar without leaving it.THE MEDIA: In order to get the people to the bars we developed TV spots that described the problem, the solution, and how the Andes Teletransporter worked.Men had a similar sound panel available at www.andesteletransporter.com in order to be able to practise their white lies.

Outcome

Word of mouth was immediate.- Within a week the Teletransporter was the talk of the town across the province of Mendoza.- In only two months it received 6 million visits on YouTube.

- Every minute there was a new tweet on the case on Twitter.- Up to this moment there are 871,000 blogs that talk about the Andes Teletransporter.- The action was picked up by the National and International media.- The InBev group considered it the best marketing action in the last two years on a global scale.AND MOST IMPORTANTLY, BRAND PREFERENCE INCREASED BY 10 POINTS.

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