Cannes Lions

THE PERFECT TIE

Y&R SÃO PAULO, Sao Paulo / GRUPO PETROPOLIS / 2013

Case Film
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Overview

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Credits

Overview

Execution

Itaipava Beer needed to be the first option of beer ordered in bars near business centers. We created the prepaid beer. We placed an RFID chip inside ties, loaded with prepaid beers. In order to activate the chip, people had to log in on Facebook. After using the credits of the tie, it was possible to reload them in the bar itself or using Facebook. During the campaign, Itaipava beer sales in registered bars were increased by 25%. It was a success and we are thinking about using those chips in caps, shirts and bracelets during large events such as concerts like Rock in Rio.

Outcome

The expectation is to expand the campaign to other bars in Brazil. The idea is to have the tie loaded with prepaid beer distributed in the main cities of the country and in major events. Like Rock and Rio and the FIFA 2014 World Cup.

We created a new way of buying beer, and maybe in the future we would expand the use of the tie and turn it also into a credit card that buys other things than beer.

As a result, we impacted more than 3,000 people who work in business centers, we had 8 new contracts with bars that want to be in The Perfect Tie campaign, Itaipava beer sales in registered bars were increased increased by 25% and the main thing: we transformed the tie, an icon of work and boredom, into something fun.

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