GET ON THE FIELD by Fischer Portugal for Sagres

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GET ON THE FIELD

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Portugal
Agency Fischer Portugal
Art Director Marco Martins, Diogo Mello
Copywriter Rafael Pitanguy
Account Supervisor Tiago Sousa
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: SCC - CENTRAL DE CERVEJAS
Product/Service: SAGRES BEER
Agency: FISCHER PORTUGAL
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: FISCHER PORTUGAL, Lisbon, PORTUGAL
Executive Creative Director: Diogo Mello (Fischer Portugal)
Art Director: Diogo Mello (Fischer Portugal)
Art Director: Marco Martins (Fischer Portugal)
Copywriter: Rafael Pitanguy (Fischer Portugal)
Account Manager: Maria Caetano (Fischer Portugal)
Account Manager: Sofia Perestrelo (Fischer Portugal)
Account Supervisor: Tiago Sousa (Fischer Portugal)
Planner: Marcio Beauclair (Fischer Portugal)
Media placement: TV Campaign - RTP, SportTV, SIC - 01 August 2009
Media placement: Newspaper Ads - A Bola, Record, Publico, DN - 01 August 2009
Media placement: Magazine Ads - Visão - 01 August 2009
Media placement: Website - Internet - 01 August 2009
Media placement: Packaging - Various Point Of Purchase - 01 August 2009
Media placement: Outdoor - Streets Nationwide - 01 August 2009
Media placement: Live Events - Stadiums Nationwide - 01 September 2009

Results and Effectiveness
284,630 unique visits to the event website More than 8.5 million codes entered by consumers More than 2,000 teams created by consumers More than 10.1 million page views (in a country with a total population of 10 million people) 30 minutes was the average time that consumers spent on the website Increase of over 250,000 spectators at the stadiums (average, when compared to the previous year) Sagres conquers and keeps (along the whole year) market leadership for the first time in 22 years.

Creative Execution
A conventional advertising campaign wasn´t enough. We had to be more ambitious and change the way they interacted with the championship. So we created Get on the Field, an event with which Sagres would make possible the wildest dream of every football lover: to experience what it feels like to be a pro, to play for real, in stadiums full of passionate fans (during halftime of official matches). And of course, we made Sagres the passport to this dream. Consumers had to form teams with friends and/or family, collect the bottle cap codes from Sagres and enter them on the Get on the Field website. Every week there was a count and whatever teams entered the most codes would… Get on the Field. A one-in-a-lifetime experience that would make them remember those days (and of course, Sagres) for the rest of their lives.

Insights, Strategy & the Idea
Sagres beer has always been connected to football in Portugal, whether sponsoring the National Team or supporting the different clubs or players. And in 2008, it became the main sponsor of the Portuguese Professional Football League, which was then named Liga Sagres. Both the League and Sagres wanted to take advantage of this relationship, with very clear but different goals: the League wanted to increase attendance at the stadiums (which has been decreasing every year) and Sagres looked to reinforce its position as a football brand, but most of all... to sell more beer. We saw an opportunity to turn Sagres into an inseparable part of the life and culture of every football fan in the country. If only we could do something extraordinary that they´ve never seen.