Pilsen Callao, known as the beer of true friendship in Peru, created a promo type campaign that aimed to reunite all the true friends: “Trae a tu pata” (Bring your buddy / mate / pal back).

People who have friends living abroad had the chance to bring them back to Peru by gathering beer caps marked with different km values (10 km, 50 km, 100 km). The first 100 to reach the goal of 10000 kms between September and December 2014 could bring their “patas” back from anywhere in the world.

Even though Pilsen Callao is already the beer of choice in Peru when friends get together, “Trae a tu pata” was a promo campaign that sought to encourage beer consumption among groups of friends, but staying true with its main brand positioning and strengthening this way the bond between brand and consumer.

People had to gather beer caps marked with different km values and achieve the goal of 10 000 kms. The first 100 to reach that goal could bring their “patas” from anywhere in the world.

In order to raise awareness, we employed a reach and frequency maximization strategy, that mixed OOH elements with Tv and radio spots.

We generated engagement by mixing key opinion leaders´ comments in high affinity shows (Tv and radio) with Pilsen's content in digital media, which allowed friends to connect to one another, understand the mechanics of the promotion, boost conversations, and finally encourage subscriptions.

The campaign managed to reinforce the brand’s purpose of “Creating and celebrating authentic friendship moments” as well as increase sales volume.

+18% sales increase vs. previous year.

Pilsen Callao was the brand with the highest raise of SOM in the category, reaching 28.2%.

Brand value reached 39.3% by the end of the campaign.

Brand positioning “Celebrates true friendship” objectives surpassed by 63.5%.

10,138 groups of friends participating (+13% vs expected) in 23 cities.

Facebook groups and "Trae a tu pata" events where created to collect caps, some people even began selling caps

21.68% conversion rate in October (+200.27% vs the first month of the campaign).

38K Brand Terms searches (+300% vs an average month).

$7.25 CPA (-21% vs expected).

73K new Facebook fans.

96K Facebook interactions.

0.69 engagement rate.

73K Twitter mentions.

$24 000 earned media (newspapers and a national news programs).