Cannes Lions

Echophones

DRAFTLINE ARGENTINA, Buenos Aires / ABINBEV / 2021

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Overview

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Overview

Background

We had to relaunch the brand and recover the hearts of people from Mendoza. That is why the strategic approach was: We are Mendoza people and proud to be.

Mendoza is a gem to Argentina, it has exceptional natural resources, its people speak with a distinguished accent and have unique customs, different from those in other provinces. We relaunched the brand focusing on all those beautiful things that Mendoza has, that make us proud. Our insight is: “When something makes you proud, you shout it out”. We shout “Andes”, because we are proud of our mountains.

Idea

We wanted to recover the inherent quality that makes this beer unique: it’s made with water from the Andes.

We wanted people to remember this, so we encouraged them to ask for their beer right where it comes from: the Andes mountains.

We built enormous echophones, installed them on the mountain and connected them to bars and supermarkets through a software developed especially for the campaign. People had to shout “Andes” at any bar or supermarket and the installed echophone would reproduce this, creating the typical mountain echoes. The more echoes went off, the more beer users would get.

Strategy

Andes, an iconic beer from Mendoza, had been completely silent for 4 years. Due to this, many competing brands started gaining market share and challenging the leadership Andes had for more than 100 years in the province.

We had to relaunch the brand and recover the hearts of Mendocineans. That is why the strategic approach was: We are Mendocineans and proud to be.

Execution

Andes, an iconic beer from Mendoza, had been completely silent for 4 years. Due to this, many competing brands started gaining market share and challenging the leadership Andes had for more than 100 years in the province.

So we relaunched Andes with a brand new VBI and a campaign based 100% on Mendoza, highlighting what makes this beer unique: it’s made with water from the Andes. For this, we encouraged people to ask for their Andes right where they come from: the Andes mountains.

We built enormous ecophones, installed them on the mountain and connected them to bars and supermarkets through a software developed specially for the campaign. People had to shout “Andes” at any bar or supermarket and the installed echophone would reproduce this, creating the typical mountain echoes. The more echoes went off, the more beer users would get.

Outcome

During the campaign, we achieved:

- Reach 10M

- Positive Sentiment in social media +95%

- 23 M impessions

- 28.969 echoes

- 70% increased sales vs. same period 2019.

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