The BOA (ANTARCTICA’s nickname) GPS consisted of an inflatable arrow pointing down, supported by a metal pole that raised the arrow 2.5 meters off the ground. It was installed on the cart that sold beer cans. This way, as a street vendor moved his cart around, the arrow followed him.

It was essential that the company built a close approach to street vendors, since the “GPS” was free distributed only if the vendor had an exclusive supply of our product.With the “GPS” success during Carnival, many vendors from other brands sought out the company in order to sell the product exclusively in exchange for the arrow.

A media action that was relevant to all parties in the process.

It was good for the brand, which gained a visual highlight in the crowd. It was good for the thirsty consumer who knew where to find his favourite beer. It was good for the street vendor who sold beer continuously.

The sales lead was kept, and not only that, the preference for the brand reached an incredible 66% after the event.