We found an insight that came from people, coincidences on the internet explaining that Argentina will become champion of the world. So we used that to create the campaign, and then we leaked the commercial on social media and whatsapp, that's the media strategy we needed to become viral in just a few minutes.

Quilmes is the most recognized beer brand in Argentina, so Argentinians have been asking for our commercial since January. We needed a bold campaign: The Coincidences between the 86' world cup won by argentina, and Qatar 2022. The objective was to reach each argentinian, not only in the country, but also abroad. And the media for that is whatsapp and Telegram. So we filtered the company premiere made in a meeting by zoom. In minutes, is hit all the argentinians cell phones.

We used social listening tools to know what people were talking about: Messi. 1986 World Cup. Maradona. Qatar 2022. And coincidences between them. So we mixed them all. And we created a campaign where we found lots of coincidences outside social media. We searched in books, magazines, and football players. And then we made a commercial and integrated campaign even forcing some of them, giving good luck to the team.

The target audience was all +18 argentinians all over the world, the press, influencers, celebrities. And we planned the paid media using TV, Out of home, radio, and then merchandising, and even our beer cans used as a media, all of them full of coincidences. Not even one Argentine was left out of the campaign, but the most important thing is that we reached them on their phones using whatsapp, and sent it from their friends and family. In that way, the people and media felt that they not only had the commercial, it also had a leaked premiere.

We leaked the commercial the morning of October 20th, then, the same night we streamed the commercial live with the two most viewed and influential twitch streamers reaching all the 18 - 30 target. After going viral we released the campaign in all media on October 21st. People received the commercial on their phones and went to see if it was real on our social platforms. The TV commercial was aired till the world cup began. The real time campaign was made by us and people together during the world cup, when everybody kept finding more and more coincidences between the 1986 world cup and Qatar 2022. The end of the campaign was the release of another commercial where we celebrate the World Cup won by Argentina the day of the final on December 18th. The ad and the whole campaign went viral, again. And people celebrate with Quilmes cans.

We gained the conversation before, during and after the World Cup. With a well-remembered and highly valued campaign, with a Media distribution of TV: 42% / Digital (programmatic + social platforms): 30% / Print: 18% / Outdoor: 7% / Radio: 4%; ​Quilmes is the one that best capitalizes on the World Cup moment in terms of predisposition. The campaign achieved excellent recall, exceeding the norm. The main pieces on TV and Digital were the main contributors.

It improves Meaningful and also transfers it to consumption. Quilmes association with national team without being sponsor: 72%. And was the brand with the best growth in love and meet needs, and the only one to advance in Meaningful among the Core companies.

During all the campaign, achieved 50M impressions, 10M earned media, 20% sales increase (vs benchmark Q4) and we positioned ourselves in first place in the brand power ranking.

*Quilmes BGQ4-2022​ KANTAR

In Argentina football is religion. And the world cup is the most expected global event for argentinians. Quilmes, as the most recognized beer brand of the country and former sponsor of the National team, needed to hack the conversation, before, during and after the world cup. The bet was made. We did a triumphalism campaign in a country that believe in jinx, and we said that we found a lot of coincidences that indicated that we were to be world champions. That the result was written long ago, and we even made another commercial celebrating it. Luckily, we were right.