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Pay Per Beer

Pay Per Beer | AB InBev | Africa
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basics
Industry: Alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for Media?

Football and beer are a match made in heaven. And yet no one had thought about something so obvious as Pay per Beer: we put an end to the hassle of pre-game ‘beer run’ by enabling football fans to buy their team’s beer directly via their football PPV platform. We turned PPV TV screen into retail space to deliver instant beer gratification, bundling two purchase decisions into one moment: buying the game and buying the beer. Meaning added convenience for them, and a private commerce space for AB Inbev at the most critical media moment of beer category in Brazil.

Background

It has been said once that “Genius is seeing what everyone else sees and thinking what no-one else has thought.” We had the simplest idea that connected the dots for 2 million beer-loving football PPV subscribers in Brazil: with 2 more clicks on your remote, Pay Per Beer enables you to order beer with 1h-delivery when you purchase your team’s match on PPV.
“Watching a football game on TV” is a critical at-home beer consumption occasion in Brazil. And out of the 1100 professional games that happen throughout the whole year, 55% of them can only be watched live on Pay-Per-View. And yet no one had thought about leveraging such potential: all we did was to connect the pre-existing purchase and payment infrastructure of PPV, with the distribution infrastructure of AB Inbev, in order to create a captive marketplace at the fore of a critical passion moment for our audience.

Describe the creative idea/insights (30% of vote)

Most Brazilians won’t keep a beer stock at home. They will buy the beer shortly ahead of a specific event, which influences their beer choices - brand, type, # of servings. So, the ability to intercept shoppers and help them on their ‘beer run’ is critical.
The insight behind project was establish the viewer’s convenience as our utmost priority – what if we could eliminate altogether one of the friction points of their pre-match journey: the beer run? Wouldn’t it be awesome if you could order a beer at the same moment you buy the match on TV?
So we came up with the business idea: Pay per Beer. A PPV platform solution to bundle two decision moments into one. When you buy a match on Pay Per View, you also can order the perfect AB Inbev beer of your team, with just two more clicks on your remote.

Describe the strategy (20% of vote)

We knew we had to make an impact, so we partnered with Premiere Sports, the #1 live sports on-demand TV provider in Brazil, with a focus on targeting Brazilian National Championship Series (“Brasileirao”) fans. The strategy was to launch Pay per Beer by making the functionality available on Premiere Sports, both to whole-tournament subscribers as well as one-match purchasers.
That allowed us to make AB Inbev brands unprecedentedly convenient with 1-hour delivery to a national football audience base. And we added a twist. We leveraged Brahma, one of AB Inbev most prominent brands in the sport, to develop 19 exclusive team-themed beer cans in partnership with “Brasileirao” A-Series teams. So you could purchase your team’s match, and have it accompanied by the perfectly matching can.

Describe the execution (20% of vote)

We leveraged the pre-existing 1h-delivery network AB Inbev had installed in urban centers, and integrated the ordering service through the Premiere Sports TV platform. When making the first order, users have to set up a simple profile and add their payment preferences. From that point on, ordering for your game is as simple as two clicks. Fans can subscribe to Pay per Beer as an auto-fulfillment service, to be delivered whenever their team is playing, or they can make a single order whenever they like.

List the results (30% of vote)

Pay per Beer created a captive space for AB Inbev brands on people’s PPV screens, reaching 1.9 million PPV users when they were most susceptible to the message. As our partner PPV Premiere Sports also rolled out their service to on-demand online video, we were able to expand the platform’s reach to football moments in multiple screens and added 173 million people audience.
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awards
Cannes Lions International Festival of Creativity 2019
Silver Media
Use of TV & Other Screens
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