Football in Argentina is almost a religion. And all the brands want a piece of the pie of the World Cup. We needed to become news and relevant for our consumers and people in general. So we thought of creating a PR strategy about a leaked commercial and hit all the media, influencers, celebrities and journalists organically. We announced the premiere of the commercial on twitch, and the day before we leaked a zoom window with a low-res commercial with a big logo on the screen.

We used social listening tools to know what people were talking about: Messi. 1986 World Cup. Maradona. Qatar 2022. And coincidences between them. So we mixed them all. And we created a campaign where we found lots of coincidences outside social media. We searched in books, magazines, and football players. And then we made a commercial and integrated campaign even forcing some of them, giving good luck to the team.

We planned the paid media with TV, Out of home, radio, merchandising, and even our beer cans used as a media and PR, all of them full of coincidences. Not even one Argentine was left out of the campaign, but the most important thing is that we reached them on their phones using whatsapp. Because we know that a leaked commercial is news, and people shared because they liked it, but even more, because it feels a little bit wrong.

We leaked the commercial the morning of October 20th, then, the same night we streamed the commercial live with the two most viewed and influential twitch streamers reaching all the 18 - 30 target. After going viral we released the campaign in all media on October 21st. People received the commercial on their phones and went to see if it was real on our social platforms. The TV commercial was aired till the world cup began. The real time campaign was made by us and people together during the world cup, when everybody kept finding more and more coincidences between the 1986 world cup and Qatar 2022. The end of the campaign was the release of another commercial where we celebrate the World Cup won by Argentina the day of the final on December 18th. The ad and the whole campaign went viral, again. And people celebrate with Quilmes cans.

We gained the conversation before, during and after the World Cup. With a well-remembered and highly valued campaign, with a Media distribution of TV: 42% / Digital (programmatic + social platforms): 30% / Print: 18% / Outdoor: 7% / Radio: 4%; ​Quilmes is the one that best capitalizes on the World Cup moment in terms of predisposition. The campaign achieved excellent recall, exceeding the norm. The main pieces on TV and Digital were the main contributors.

It improves Meaningful and also transfers it to consumption. Quilmes association with national team without being sponsor: 72%. And was the brand with the best growth in love and meet needs, and the only one to advance in Meaningful among the Core companies.

During all the campaign, achieved 50M impressions, 10M earned media, 20% sales increase (vs benchmark Q4) and we positioned ourselves in first place in the brand power ranking.

*Quilmes BGQ4-2022​ KANTAR