Andes Publicidad exterior, Direct, Design & Branding, Case study ANDES TELETRANSPORTER Del Campo Saatchi & Saatchi Buenos Aires

ANDES TELETRANSPORTER

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Sector Cerveza
Media Ambiente, Direct, Design & Branding, Case study
Mercado Argentina
Agencia Del Campo Saatchi & Saatchi Buenos Aires
Director Primo
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Creative Director Javier Campopiano
Art Director Bruno Tortolano, Carlos Muller, Juan Pedro Porcaro
Copywriter Patricio Del Sante
Photographer Leandro Fillol
Publicado junio 2010

Premios

Cannes Lions 2010
Outdoor - Grand Prix
Direct Lions Ambient Media (Large Scale) Silver
Direct Lions Ambient Promotion: Large Scale Silver
Media - Silver
Promo & Activation Lions Event and Field Marketing Bronze

Creditos y descripciones

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.
Creative Execution:
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.