Cannes Lions

Safety Waves

OGILVY, Mexico City / AB INBEV / 2019

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Case Film
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Overview

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Credits

Overview

Background

Mexican beaches are a paradise for surfers because they have very high waves, but this is also a great danger for tourists who do not pay much attention to the danger signs, specially the red flags, and for this reason more than 2,000 people die from drowning every year in our country.

Idea

We want to keep the tourist safe and away from the shore in the most dangerous hours. So, every time the waves went up, the price of the Pacífico beer went down in the most famous bar of the beach. During the highest tides, we gave ocean-lovers a reason to stay safe. Limited to three beers per person.

Strategy

We gathered data about the waves through a specialized weather API, that allowed us to fetch forecasts for any coordinate in a simple, programmatic way using conventional HTTP requests. Then we transmitted it in real time to an OOH on the beach, outside the most famous bar in the area to convert this DATA into a beer discount and make the same waves drove beach-goers away from the high tide.

Execution

We gather data about the waves through a specialized weather API, that allowed us to fetch forecasts for any coordinate in a simple, programmatic way using conventional HTTP requests.

We transmit it in real time to an OOH on the beach and one of the bars in the area to convert this DATA into a beer discount. So, every time the waves went up, the price of the Pacífico beer went down in the most famous bar of the beach.

The activation took place at Zicatela, one of the most dangerous beaches in the world for swimming.

Outcome

We achieved an influx of more than 300% in the bar.

The number of people on the beach in the most dangerous hours decreased by 60%.

The tourists got conscious about the real danger that Zicatela's waves represented and why is so important to respect the warning signs, like the red flags.

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