Cannes Lions

THE PACIFIC BILLBOARD

AB INBEV, Lima / AB INBEV PERÚ / 2019

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Overview

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Overview

Background

Peru had just played the World Cup in Russia and to win the FIFA award for "the best supporter in the world", a prize we won together by demonstrating our massive passion in the world championship

In October 2018, days after receiving the FIFA award, our team would play a friendly match Miami against our classic rival: Chile Rival whose last match played in 2016 was marred by an unsportsmanlike event that went viral After defeating Peru, the players of the Chilean team left a pint on the wall of the dressing room of the Peruvian stadium that said: "Respect, here the champion of America passed."

We set out to rewrite that story

Idea

The football teams of Peru and Chile have always had a special rivalry and at the end of a match in 2016 the Chilean players left a pint in the locker room of the national stadium in Lima: "Respect, for here went the champion of america. "

After the World Cup, Peru faced Chile in a friendly match, already with the title of "Best fans in the world" according to FIFA. Cerveza Cristal, official sponsor of the Peruvian national team, had a great idea. The digital displays of Hard Rock Stadium intervened with an identical replica of the messagethe Chileans left at the national stadium in Lima, but with a far more positive message: "THE BEST FANS IN THE WORLD WALKED HERE UNITED". That's how we turned a controversial memory into a positive message of unity for our fans.

Strategy

The idea is a clear example of content marketing in real time, which managed to capitalize on a focus of conversation, through a simple action at a relevant and historical juncture leveraged in one of the most important passion points of the brand: The Peruvian team.

We detected the need to celebrate being the best fans in the world.Then, we find the ideal scenario: Against the classic rival: Chile and we responded as a celebrative message, according to our brand purpose: United everything is better. This is how the copy was born: "THE BEST FANS IN THE WORLD WALKED HERE UNITED".

Execution

Peru vs. Chile

12/10/2018

Time: 7:00 PM

The Action Plan:

Offline

17:00 We place the message on the 34 screens of the Hard Rock Stadium in Miami.

Online

17:30 The fans began to join the hashtag seeded: #AlwaysLocals

showing the panel.

18:00 KOLS of sports and soccer reputation spread the photo of the panel on Facebook, Twitter, Instagram.

18:30 The Pacific Billboard became a trending topic.

18:40 The first news websites begin to appear spreading the message.

18:50 Foreign pages talk about the peculiar Peruvian response.

7:00 PM The match starts.

10/13/2018

Offline

Free press. The most relevant newspapers and websites added the action of the Pacific Billboard to their respective chronicles.

The news and major sports TV shows showed the message.

Outcome

In a matter of seconds, the billboard demonstrated its effectiveness by immediately capturing the attention of the continent's main media players. In just a few hours it generate a free press valued in $ 150,000, also obtaining 610,616 organic impressions due to the rapid viralization of the photo on the screen being seen by more than 40 thousand people attending the stadium, who, very proud, replicated the action in their profiles and social networks, turning the billboard into national trending topic. In addition, various KOL's, influencer's, different media of digital press, written and national and international TV were added to amplify the message. This screen was more than enough to ignite the mood of a whole fans who proudly celebrated the result.

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