Cannes Lions

BEER

F/NAZCA SAATCHI & SAATCHI, Sao Paulo / AMBEV / 2011

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Overview

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Credits

Overview

Description

2010, FIFA World Cup. In Brazil, this is a BIG thing. Every single brand wants to use this period to be noticed, to be remembered and to approach soccer.In such a competitive scene, how to stand out in the crowd in such an important moment for the brand? How to make the target of the #1 beer in Brazil (in sales and preference) differentiate Skol from other beers? How to be "nonstandard" in a market segment that always explores the same paradigms: the passion for soccer and beautiful women. We created a beer can that can actually talk and cheer for Brazil. Capitalizing on Brazil’s soccer rivalry with Argentina, the campaign played with the Argentinians reaction when hearing the talking can. Considering Skol as the most innovative beer brand in Brazil, this action was aligned with the "brand mood": irreverent and young, exactly what our target was expecting from the Skol campaign.

Execution

In opposition to the traditional scheme, the campaign was launched in Social Networks. And the TV spot launch spurred a huge demand for the talking cans in POPs. In the World Cup period Skol distributed over 150 thousand talking cans to thousands of happy consumers. In the same period, Skol offered, through the website, the possibility of creating your own talking can.

The buzz generated through the action was amazing! In a few days over 4 million talking cans were created. The campaign was talked about in several blogs and social networks. People who found the talking can immediately posted videos on Youtube.Even Pânico na TV, a traditional comedy TV show, interviewed a talking can.This could also be found in "Mercado Livre", a popular websales site, as an object of desire of many: prices were up to 3 thousand Reais.

Outcome

The talking can was the campaign with the highest recall in FIFA World Cup period.The demand for the talking can was insane. It became truly an object of desire of many. And brought a lot of fun to consumers.In a few days over 4 million talking cans were created.In opposition to the traditional scheme, the campaign was launched in the Social Networks.Skol distributed over 150 thousand talking cans to thousands of happy consumers.In the same period, Skol brought, in the website, the possibility to create your own talking can.

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