Credits & Description:
Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: INBEV
Product/Service: BEER
Agency: DEL CAMPO/NAZCA SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Creative Director: Javier Campopiano (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Patricio Del Sante (Del Campo Nazca Saatchi & Saatchi)
Art Director: Carlos Muller / Bruno Tortolano / Juan Pedro Porcaro (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani / Camilo Rojas / Patricio Martinez (Del Campo Nazca Saatchi & Saatchi)
Production Company: Primo (Primo)
Editing Company: Cinecolor (Cinecolor)
Music Company: Supercharango (Supercharango)
Director: Primo (Primo)
Photographer: Leandro Fillol ()
Executive Account Director: Lorena Pascual (Del Campo Nazca Saatchi & Saatchi)
Booth Designer: Ad Production (Ad Production)
Describe the brief from the client: As new beer brands appear in the Market, Andes, the leading beer in Mendoza, Argentina – wanted to find a new way to connect with consumers, which are mostly men.
The objective: To increase brand preference through an innovative proposal.
The result: More happy men at bars, less broken up couples. And most important, brand preference increased by 10 points.
Describe the creative solution to the brief/objective.
The situation: Men love going to bars to drink beer with friends.
The problem: Girlfriends. They hate it when men go to bars to drink beer with friends.
The solution: Andes Teletransporter.
Soundproof booths placed in the main bars of Mendoza, Argentina.
These booths have a sound panel that recreates different environments to get men out of the bar without leaving it.
Describe the results in as much detail as possible.
Word of mouth was immediate.
*Within a week the Teletransporter was the talk of the town across the province of Mendoza.
*In only two months it received 6 million visits on YouTube.
*Every minute there was a new Tweet on the case.
*Up to this moment there are 871000 blogs that talk about the Andes Teletransporter.
*The action was picked up by the National and International media.
*The InBev group considered it the best marketing action in the last two years on a global scale.
*Most importantly brand preference increased by 10 points.
The commercial titled ANDES TELETRANSPORTER was done by DEL CAMPO NAZCA SAATCHI & SAATCHI advertising agency for Andes (InBev company) in Argentina. It was released in the June 2010. Business sector is Alcoholic drinks.
