Payback Promo is a creative action that seeks the direct interaction of the audience since it is a promo that seeks to return to the people of Mendoza all the promos that were lost due to a tax that the Province of Mendoza applies to all promotions. To participate, people only had to buy an ANDES and register on the web.

Andes is a 100-year-old beer, it is the historic Mendocinean beer. However, in the past 5 years the brand lost connection with its target to new brands that began communicating. That is why in 2020 we decided to re-launch it with a new image and to carry out campaigns with the aim of connecting 100% with all Mendocineans.

Given that the Brand objective and strategy aim to reconnect with Mendocineans, our audience to reach was everyone with LDA in Mendoza, especially young people from 18 to 25 years old.

Due to a local tax-imposed contests and prizes, we learned that national and even international brands have been excluding the province of Mendoza of their special offers.

That is why each time a new special offer in launched, Mendocineans are left out and left with this message in their minds “special offer valid in the whole Argentinean Republic, except for Mendoza”.

The campaign was based on the finding "all Mendoza are left out of the promos because of an extra tax applied by the province to execute them." From this, Andes, the Mendoza beer, launched a promotion throughout the country, but it was only valid in Mendoza. The tone is humor and irony, thus seeking instant identification with the campaign.

The idea sought to give back to the people of Mendoza a little of everything that was left out, making the first promo ONLY FOR MENDOZA, excluding the rest of the country.

Although the brand's mass media and social networks were used to showcase the campaign, what we sought was to work on viral through PR efforts and influencers, since the objective was to have the positive sentiment of the people. The campaign generated so much identification within the audience that participation and appearance in different media flowed organically.

The strategy of the creative campaign focused, making the idea known throughout the country with the aim of putting the Province of Mendoza at the center for the first time, and in the second instance, encouraging participation in the target audience. of ANDES, which was people who live only in the Province of Mendoza.

That is why we work on two key messages:

Awareness of the campaign: Make payback promo known to the rest of the country, reinforcing the concept of "the first promo only for Mendoza" and giving a message against the deep centralization that makes Argentina a country that always gives priority to Buenos Aires, its capital and leaves the provinces like Mendoza aside.

Participation of our audience: Empathize with the Mendocino public through the tone of humor and irony, inviting them to laugh at the rest of the country, and to participate in the promo.

Although in the first instance we launched the awareness stage making the problem known, the participation stage took place simultaneously since it was the central part of the promo, even more so in the province of Mendoza.

>> Sales +40% (SEP vs. JUL)

>> SOM +5% (JUL – SEP)

>> Branding:

Branding 95% (MS – Argentine average 73%)

Enjoyment 87% (MS – Argentine average 59%)

Love 57% (MS – Argentine average 29%)

Like 92% (9 out of 10 people liked something about the campaign)

“ANDES is a funny Brand” +18pts

“ANDES is a Brand for me” +11pts.

Kantar Worldpanel - Pre & Post campaign study

>> Earned media $1.1MM

>> Organic Impressions 3.5MM (Andes montlhy average 150k)

>> Positive sentiment 81% (Andes average 75%)