Andes Case study Hagglers [video] Del Campo Saatchi & Saatchi Buenos Aires

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Hagglers [video]

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Sector Cerveza
Media Case study
Mercado Argentina
Agencia Del Campo Saatchi & Saatchi Buenos Aires
Director Milton Kremer
Executive Creative Director Juan Frontini, Juan Pablo Gariglio, Juan Pablo Lufrano, Rafael Santamarina, Ariel Serkin, Walter Aregger, Adrián D'amario
Creative Director Matias Eusebi, Ammiel Fazzari
Art Director Hernán García Dietrich
Copywriter Tobias Tercic
Producer Marina Ponce
Account Supervisor Manuela Sorzana
Agencia de production Landia
Publicado enero 2016

Premios

Cannes Lions 2016
Direct Strategy: Retention Bronze Lion

Creditos y descripciones

TÍTULO REGATEADORES
Title: Hagglers
Agency: Del Campo Saatchi & Saatchi
Brand: Ab Inbev
Country: Argentina
Advertising Agency: Del Campo Saatchi & Saatchi, Buenos Aires
Entrant Company: Del Campo Saatchi & Saatchi, Buenos Aires
Media Agency: Del Campo Saatchi & Saatchi, Buenos Aires
Pr Agency: Del Campo Saatchi & Saatchi, Buenos Aires
Production Company: Landia, Buenos Aires
Executive Creative Director: Adrian Damario (Landia)
Creative Director: Ammiel Fazzari (Del Campo Saatchi & Saatchi)
Agency Producer: Juan Manuel Cuervo (Del Campo Saatchi & Saatchi)
Executive Creative Director: Rafael Santamarina (Del Campo Saatchi & Saatchi)
Senior Art Director: Fernando Lanuza (Del Campo Saatchi & Saatchi)
Executive Creative Director: Juan Pablo Lufrano (Del Campo Saatchi & Saatchi)
Post Production Coordinator: Julian Lopez Coppola (Landia)
Copywriter: Tobías Tercic (Del Campo Saatchi & Saatchi)
Art Director: Hernán Garcia Dietrich (Del Campo Saatchi & Saatchi)
Executive Creative Director: Ariel Serkin (Del Campo Saatchi & Saatchi)
Chief Of Production: Ivan Grichener (Landia)
Producer: Marina Ponce (Landia)
Director: Milton Kremer (Landia)
Director Of Photography: Nico Hardy (Landia)
Account Supervisor: Manuela Sorzana (Del Campo Saatchi & Saatchi)
Chief Agency Producer: Adrian Aspani (Del Campo Saatchi & Saatchi)
Executive Producer: Agustin Alberdi (Landia)
Agency Producer: Consuelo Gimenez Uriburu (Del Campo Saatchi & Saatchi)
Head Of Art: Mariano Espagnol (Del Campo Saatchi & Saatchi)
Creative Director: Matias Eusebi (Del Campo Saatchi & Saatchi)
Execution:
The campaign took place over the month of August in Mendoza, Argentina. The first two weeks were dedicated to making the Hagglers famous. Once we did that, the Hagglers spent the next two weeks traveling the province, offering their negotiation services at different points of sale. For the entire month, consumers were able to connect with them directly online via the brand’s social media platforms. We reached 95% of our target audience online and asserted our presence at the most relevant locations for our target audience.
Outcome:
We reached 95% of our target audience on social networks.The “Young Brand” attribute increased by 8 points, reaching a record high.We increased volume by 22.8%
Strategy:
Young people ages 18 to 24 were the weakest link for the brand – the perception of Andes as a young brand was very low. So we appealed to young people directly with a problem they tend to have: in order to get what they want, they often have to negotiate, especially with their parents. And we communicated this via the most relevant media outlets to them: Twitter, Vine, Facebook, and WhatsApp.
Synopsis:
The goal of the project was to reinforce the idea that Andes is a young and authentic brand, specifically targeting young people ages 18-24. We also wanted to reimagine the tone with which we communicated, showing leadership and setting ourselves apart from the competition in both message and the way we connect with our target audience.
Campaign Description:
Andes is a beer that always invites you to spend more time with friends. So we shared a fun and interesting insight: sometimes, in order to hang out, you’ve got to negotiate a little. With your girlfriend or boyfriend, with a demanding boss, with your parents, etc. These negotiations can be difficult and, often, unsuccessful. So, to help young people get what they’re looking for, we brought three of the best hagglers in the world to Mendoza – professionals in the art of the getting you want you want. They offered their services at bars, clubs, on the streets, and online via platforms like Facebook, Twitter, and WhatsApp. Consumers interacted with them in hopes of getting something much more valuable than material goods: more time with friends.