Entertainment > Branded Content & Visual Storytelling

HAGGLERS

DEL CAMPO SAATCHI & SAATCHI, Buenos Aires / AB INBEV / 2016

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Overview

Credits

Overview

CampaignDescription

Andes is a beer that always invites you to spend more time with friends. So we shared a fun and interesting insight: sometimes, in order to hang out, you’ve got to negotiate a little. With your girlfriend or boyfriend, with a demanding boss, with your parents, etc. These negotiations can be difficult and, often, unsuccessful. So, to help young people get what they’re looking for, we brought three of the best hagglers in the world to Mendoza – professionals in the art of the getting you want you want. They offered their services at bars, clubs, on the streets, and online via platforms like Facebook, Twitter, and WhatsApp. Consumers interacted with them in hopes of getting something much more valuable than material goods: more time with friends.

Execution

The campaign took place over the month of August in Mendoza, Argentina. The first two weeks were dedicated to making the Hagglers famous. Once we did that, the Hagglers spent the next two weeks traveling the province, offering their negotiation services at different points of sale. For the entire month, consumers were able to connect with them directly online via the brand’s social media platforms. We reached 95% of our target audience online and asserted our presence at the most relevant locations for our target audience.

Outcome

We reached 95% of our target audience on social networks

The “Young Brand” attribute increased by 8 points, reaching a record high

We increased volume by 22.8%

Relevancy

The work is relevant to the category because we get our ambassadors, the hagglers, become an entertaining content for the young target . A fresh and new content , which was boosted by all the media , who raised every movement of the hagglers. The main television channels , newspapers and websites of the city of Mendoza, commented on this interesting way Andes found to speak to young people. At the same time, Andes social media, used by the Hagglers, generated content that achieved the Target in it´s whole.

Strategy

Young people ages 18 to 24 were the weakest link for the brand – the perception of Andes as a young brand was very low. We knew that, today, celebrities have a huge influence over young people. We didn’t have the money to pay big-name celebrities, so we decided to invent some. We brought three of the best hagglers from around the world to Mendoza and made them famous there, creating a unique medium through which to communicate the young and fun spirit of the Andes brand. We appealed to young people directly with a problem they tend to have: in order to get what they want, they often have to negotiate, especially with their parents.

Synopsis

The goal of the project was to reinforce the idea that Andes is a young and authentic brand, specifically targeting young people ages 18-24. We also wanted to reimagine the tone with which we communicated, showing leadership and setting ourselves apart from the competition in both message and the way we connect with our target audience.

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