Cannes Lions

Skol Delegation Visual ID

F/NAZCA SAATCHI & SAATCHI, Sao Paulo / AMBEV / 2017

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Overview

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Credits

Overview

Description

Brazilians are probably the best on Earth when it comes to cheering at soccer games. However, they are still not sure how to celebrate the Olympic Games. So Skol, the official beer of the 2016 Rio Olympics, had to find a way to make consumers feel part of the event in a fun way

Execution

Two TV commercials summoned consumers to be part of the Skol Delegation. A special promo gave consumers a chance to win official uniforms, Skol beer medals and tickets to the games and parties at the Skol Delegation Village. Our official anthem was launched on a Google mobile platform where for the first time ever it was possible to play 6 interactive videos simultaneously. On social media, we launched the How To Cheer social media platform, in which we taught consumers 14 unique choreographies for 14 olympic sports. It was so successful it became a benchmark campaign for Facebook and Instagram.

Outcome

The campaign ran during the Olympic Games and it was a huge hit, with millions of people reached and thousands of fans sharing our message and feeling part of the Skol Delegation. Skol was one of the most talked about and engaged brands during the Games. Adweek ranked Skol on the Top 3 of best brand strategies during the Olympic Games. Consumer engagement for our activations online, at the Olympic venues, in the city or Rio de Janeiro and around the country was overwhelming. Consumers sought after our uniforms, shared our cheer dances, sang our anthem and celebrated the games with our beer can medals.

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