Ambev Promo ICE BAR by B\Ferraz

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Industry Beers and Ciders
Media Promo & PR
Market Brazil
Agency B\Ferraz
Creative Director Christian Sampaio, Tatiana Palladino
Art Director Renan Gago
Copywriter Priscila Guimarães
Released October 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: AMBEV
Product/Service: BEER
Date of First Appearance: Oct 29 2009 12:00AM
Creative Director: Christian Sampaio (B \ Ferraz Full Promotion)
Creative Director: Tatiana Palladino (B \ Ferraz Full Promotion)
Art Director: Renan Gago (B \ Ferraz Full Promotion)
Copywriter: Priscila Guimarães (B \ Ferraz Full Promotion)
Planning Director: Aldo Pini (B \ Ferraz Full Promotion)
Artistic Director: Pablo Fantoni (B \ Ferraz Full Promotion)
Account Director: Mariana Fleury (B \ Ferraz Full Promotion)
Account Manager: Liz Nery (B \ Ferraz Full Promotion)
Account Assistant: Gabriela Frigo (B \ Ferraz Full Promotion)
Production Director: Fabiana Lima (B \ Ferraz Full Promotion)
Operational Director: Carlos Koji Matsushita (B \ Ferraz Full Promotion)
Product Manager: Ricardo Azevedo (AmBev)
Media placement: Event - São Paulo, Ribeirão Preto And Uberlândia Cities - 29 October 2009

Describe the objective of the promotion.
Antarctica, a well-known beer brand that is part of the Brazilian portfolio of InBev, launched, on the second semester of 2009, the beer Antarctica Sub Zero. Antarctica Sub Zero is an innovation inside the product portfolio of the brand and it has as a differential element, an ultra refreshing sensation that it evokes when it's drunk. It's a result of a different kind of production: the beer is double filtered at -2ºC. The objective of the promotional action was to communicate this, making the consumer aware yet allowing a unique experience of brand.

Describe how the promotion developed from concept to implementation
The Sub Zero Station was an itinerant bar in the shape of an igloo, that was opened in São Paulo, Ribeirão Preto and Uberlândia. Inside the bar, the customers could watch the performance of live bands, order snack meals and taste the new beer. The most sought-after area was the Sub Zero Experiment: a room in which all the furniture and objects were made out of ice, and the temperature reached -14ºC. In order to enter this room the costumers were given winter clothes like jackets and gloves. Each costumer could remain 20 minutes, fully immersed in the product universe.

Describe the success of the promotion with both client and consumer including some quantifiable results
Two weekends per city. The Sub Zero Station received the visit of over 10.000 people. It was opened during the warmest day in 2009, when the thermometers in São Paulo were at 31ºC at night, the ice bar became an instant success. A different format, a relevant content, high impact and high temperatures lead Sub Zero Station to great nationwide and even worldwide spontaneous media, from TV programs to entertainement city guides that indicated it as THE ideal activity for the weekend. Even an article was published on the trendy website Cool Hunting.

Explain why the method of promotion was most relevant to the product or service
Sitting at a bar table and drinking their favourite beer is part of every Brazilian routine. A different beer deserved that this experience was also different. The new Antarctica Sub Zero needed impact to be perceived among other brands in the beer market. The huge igloo, was set at strategic locations, and became an important visibility element, besides making it obvious the differential element of the new product. The itinerat format thrilled the cities where it passed, attracting hundreds of people per day. And the brand experience allowed an absolute immersion within the product's universe.