Throughout the 80’s and 90’s, over 3 million Peruvians migrated overseas, leaving true friends behind. Pilsen Callao decided to prove that true friendship crosses borders. They did so by flying old friends back home in exchange for collected bottle caps with their “Bring your pal back” campaign.

The campaign got a lot of traction on its first year and Pilsen Callao needed an idea that would boost participation and break through the saturated news clutter to go beyond standard press coverage (since the campaign would be all over the media with paid advertising).

So we created something different, innovative and breakthrough: the “Talking Heads”, personalized 3D-printed talking piggy banks modeled after your friend's head and voice. That way, friends could “interact” with that one friend they wanted to bring back and “chip in” to the bottle cap cause. ‘Cause what’s better than having your good old pal cheering you on until enough caps are collected, so that you can bring him back? These heads were made using 3D printing technology that had never been used in Peru before and had electrics built in to make it speak.

This attracted media attention right away, always thirsty for innovation and technology. The objective was to create a never-seen-before, one-of-a-kind, desirable object that would keep people and the media aware of the campaign. The buzz achieved surpassed all expectations.

For 30 days, the plan was to:

• Create a unique and desirable gadget that linked the brand narrative to the promo: we developed a highly innovative gadget that helped consumers collect the bottle caps they needed, while addressing them in their own codes of friendship and fun.

This gadget was a “Talking Head” piggy bank modeled after their friend’s, so our winners could get back their friend’s head and interact with it while collecting their caps.

• Raffle for our Super Fans to win 3D-printed heads with custom audios: Since Pilsen Callao is the only beer that could develop such a unique souvenir; we then wanted our super fans to get in on the action and generate buzz!

• Send Talking Heads to newscasters and Key Opinion Leaders generating Free Press: we kept the conversation going and rose above the noise.

• Maximize the campaign reach capturing new drinkers.

Groups of friends all over Peru went crazy for the “Talking Heads”. Friends moved the conversation along chatting, sharing, posting and liking. The campaign had everyone talking:

• Over 10,000 groups participated (ten times more compared to the previous year).

• Over 1.2 million interactions and over 400K video views throughout the campaign.

• Achieved 230% of ROI.

• Increased Brand Equity by 9% and overall sales by 18%, proving that Pilsen Callao is the brand of True Friendship