Cannes Lions

ANDES BEER

DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires / ABINBEV / 2012

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Weddings, grandparents’ birthday parties…life is full of boring commitments that threaten nights out with friends.The solution: Andes 'The Great Escape', a team of professional actors trained to get you out of any unbearable event and bring you to a bar with your friends without raising suspicion.Andes 'The Great Escape' is a promotion where people could program their escapes online, even choosing their own rescue team.The mechanics were very simple: You have an unbearable event. You register online using an Andes Beer code. You choose your rescue team. The day of the terrible event, you’re rescued without raising suspicion and brought to a bar with your friends.

Execution

Life is full of boring commitments that threaten nights out with friends.The solution: Andes “The Great Escape,” a team of professional actors trained to get you out of any unbearable event and bring you to a bar with your friends without raising suspicion.“The Great Escape” is a combined media campaign where people could program their escapes online, even choosing their rescue team.It was simple: You have an unbearable event. You register online using an Andes Beer code. -You choose your rescue team. The day of the event, you’re rescued and brought to a bar with your friends.The campaign was launched via TV, Outdoors, and online. In the second stage, we carried out the escapes, the protagonists always ending up in a bar with an Andes and their friends. In the third stage, we created online episodes of the escapes, generating brand content for the target audience.

Outcome

We transformed boring events into a form of media to make our product relevant.And we achieved the impossible:Now, boring events can be escaped.

2,000 people signed up to be rescued through the fan page.The rescues were shown via the Web and reached 87% of the target audience.Andes demonstrated, once again, its capacity for innovation, making the beer the most preferred in the region.

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