Andes Publicidad exterior Andes Beer: Friend Recovery Del Campo Saatchi & Saatchi Buenos Aires

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Andes Beer: Friend Recovery

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Sector Cerveza
Media Ambiente
Mercado Argentina
Agencia 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
Publicado febrero 2011

Premios

Cannes Lions 2011
Outdoor Lions Digital Outdoor Silver

Creditos y descripciones

Category: Titanium and Integrated
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BEER
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 22 2010
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 Buenos Aires)
Executive Producer: Caro Cordini (Primo Buenos Aires)
Production Company: (Sake Integrated Co)
Executive Producer: Pedro Saleh (Sake Integrated Co)
Producer: Sonia Caputo (Sake Integrated Co)
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: Non Applicable - Non Applicable - Non Applicable

Describe the campaign/entry
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.

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, enables men to be with their friends at the bar while being with their girlfriends.

Describe how the campaign/entry was launched across each channel in the order of implementation
Channels and Order of Implementation:
- TV
- Outdoor / Press
- Internet
- Ambient. The AFR was installed in the main bars of Mendoza
- Viralization of the Case

Give some idea of how successful this campaign/entry was with both client and consumer
- 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.