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The Beer Choir

basics
Industry: Alcoholic drinks
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Soccer is the most popular sport in Peru. The main brands of beer pay millionaire figures to occupy all the advertising media such as T-shirts, flags, banners, indoors, mentions, etc. Candelaria don´t have any penny to invest, only beer to offer, but fans love beer
Strategy
Our target is people between 25 and 40 years old approximately. They like soccer, a sport they associate with beer consumption. They go to stadiums in a group of friends and family, consume content and news of local and international soccer. It is common to get together with friends to watch soccer and drink. For them, the triumph of their team is celebrated with beer. For that reason, we needed to impact them through the sport they love and we did it by being actively present in a soccer match, an event with a great scope.
Relevancy
The idea was relevant because it created a new advertising media in soccer stadiums, a stage where the main brands of beers, with millionaire budgets, have all the advertising media covered. Candelaria beer used the voices of the fans to make themselves known. With this idea, this small brand of beer without a budget, generated a significant impact in different soccer matches, capturing the attention of assistants and spectators who followed the transmission of the event.
Outcome
50 k VOICES SINGING FOR OUR BRAND 10 MATCHES REACH MEDIA 8 MILLION PEOPLE + 43% SALES INCREASE $0 BUDGET JUST CANDELARIA BEER.
Execution
We call the "Comando Sur" bar leaders of one of the largest clubs in Peru: "Alianza Lima" and asked them to modify the lyrics of their chants and include the name of our beer. In return, we gave them 20 thousand beers at the end of the games. We got about 5 thousand fans to sing in each game. The action was repeated in ten games in total during the local tournament in Peru and the South American tournament (Copa Libertadores), the action was done between March 1 and April 22. The idea impacted assistants in stadiums and spectators who followed the transmission of the game.
CampaignDescription
The Beer Choir, an idea that turned the chants of a whole soccer fan into a new advertising medium. The fans modified the lyrics of their songs and included the name of our beer. In return, they received beers at the exit of the stadium in our Candelaria bars. The idea was the advertising medium of greatest impact during the ninety minutes of the matches. This is how we convert the voice of the biggest fans in the country, into the voice of the smallest beer brand.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Events
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