Cannes Lions

CERVEZA SANTA FE

KEPEL & MATA, Martinez / CCU / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

The concept began with the statement 'Cerveza Santa Fe knows its consumers as well as it knows its friends', The DNA (Documento Nacional del Amigo – National Friend Document) was created, where each person from Santa Fe can be recognised and identified by their nickname.

Outcome

DNAs GIVEN: 21,000CAMPAIGN CLOSING PARTY: 1,500 peopleSALES: from March 1st to date the brand has had a regional sales growth of 14.3% within an industry that grew 4.5% in the same period.

FB: number of fans increased from 30,000 to 60,550 in 60 days.

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