Since VAT 69 started communicating through different media, we applied the concept “Verdades” (Facts). Those facts are about nightlife, going out and all the things happening when people get together to have a VAT 69. So we asked ourselves which ones are party “Facts” and we concluded that “The best parties happen at a stranger´s place”. Hence, we decided to build an apartment at the very center of the “X´s party”: VAT´s apartment. It was a place for people to get together with friends, have a drink, meet someone, listen to music, get cozy, have fun… whatever they want to do!

On-Trade sales rose considerably while the promo was being implemented. Moreover, people who were having another drink while the game was being played, switched to our brand to be able to live the unique experience of the Truth Detector. The promo´s originality brought the brand closer to the people, creating a strong bond.