Andes Promo, Case study ANDES FRIEND RECOVERY by Del Campo Saatchi & Saatchi Buenos Aires

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ANDES FRIEND RECOVERY

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Creative Director Fernando Militerno
Art Director Juan Pedro Porcaro
Copywriter Charlie Lanús
Producer Sonia Caputo
Account Supervisor Jaime Vidal
Released October 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BEER
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 22 2010
Entrant Company: 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: Fernando Militerno (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Charlie Lanus (Del Campo Nazca Saatchi & Saatchi)
Art Director: Juan Pedro Porcaro (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Camilo Rojas (Del Campo Nazca Saatchi & Saatchi)
Agency Producer: Patricio Martinez (Del Campo Nazca Saatchi & Saatchi)
Account Supervisor: Jaime Vidal (Del Campo Nazca Saatchi & Saatchi)
Production Company: Primo Buenos Aires
Directors: Nico/Martin/Luisa Kracht (Primo)
Executive Producer: Caro Cordini (Primo)
Production Company: Sake Integrated Co
Executive Producer: Pedro Saleh (Sake Integrated)
Producer: Sonia Caputo (Sake Integrated)
Advertiser's Supervisor: Ricardo Fernandez (Cerveceria y Malteria Quilmes)
Advertiser's Supervisor: Eduardo Palacios (Cerveceria y Malteria Quilmes)
Advertiser's Supervisor: Benjamin Mountford (Cerveceria y Malteria Quilmes)
Media placement: TV - - 22/10/2010

Insights, Strategy & the Idea
New beer brands appear in the market.
Parting from this, Andes, Mendoza’s leading beer brand, wanted to find a new way to connect with consumers who are mostly men.
The goal: Increasing brand preference via an innovative proposal.

Creative Execution
The situation: Men love going to bars to drink beer with their friends.

The problem: Girlfriends. They hate when their boyfriends go to the bar to drink beer with friends.

The Solution:
Andes Friend Recovery. A cutting-edge robot with human features that through a videoconference system it enables men to be with their friends at the bar while being with their girlfriends somewhere else.

The Media:
The Campaign was launched on TV where the problem and the solutions were described and the functioning of the Andes Friend Recovery was explained.
Also, it redirected the target to the web where men could turn on the webcam and appear in the robot that was at the bar through a videoconference system. To share a moment with your friends at the bar whilst being with your girlfriend somewhere else.

Results and Effectiveness
-The word of mouth was immediate
-The main media talked about Andes Friend Recovery
-5000 friends recovered
-1 million people visited the Andes Friend Recovery web
-3 million posts about the case
. The brand preference increased