Developed by WPP HNK LA and produced in Brazil, the campaign shows all the connection that bars can have with stadiums
Amstel launched a campaign to activate and permeate the brand’s communications throughout Conmebol Libertadores. In addition, the campaign has the role of strengthening the brand’s 600 ml packaging.
The 30” film has as its concept “The Biggest Studio in the World the Bar with Amstel”, developed by WPP HNK LA and produced in Brazil, shows all the connection that bars can have with stadiums, making each establishment like a true grandstand port to receive passionate fans.
In the film we see different fans leaving their homes, wearing uniforms and on public transport on the way to the game, until they arrive at a place that is similar to stadium gates. The turning point comes when the spot turns out to be one of the thousands of bars that open to welcome fans in different countries such as Brazil, Ecuador, Peru, Colombia, Paraguay and Uruguay.
We have a history of valuing all the passion that a tournament like Conmebol Libertadores arouses in fans. With the new campaign, Amstel also reinforces the importance of bars and all the emotional connection they offer by bringing together passionate fans, as well as those present in the stadiums. If each bar is a gateway to all the excitement of the biggest club competition in South America, then Amstel wants to be present at this very important moment for football lovers, said Anna Luisa Dafico, Amstel’s marketing manager in Brazil.
The campaign will be broadcast on digital media and TV across South America.
In addition to the video, Amstel produced a mapping for each fan to know where the gates (Amstel’s partner bars) are closest to where he is. On the official landing page of the campaign and on Google, when searching for Where to watch the Conmebol Libertadores game, there will be identification of locations on Google Maps and in places close to Amstel bars, there will be the name of the gates stamped in OOH averages.
During ESPN broadcasts, until the end of the tournament, there will also be an activation called Chama o Bar, paraphrasing the expression Chama o VAR. During the intervals between the games, there will be live links, direct from the bars, where fans will be able to comment and give opinions, showing all the emotion of the moment.
The people who are in the bars will also be shown on the televisions of the stadiums. This will happen due to cabins with cameras that will be made available at Amstel’s partner bars.
Amstel also strengthens the campaign’s message and concept in short, fun videos on major platforms such as YouTube, TikTok, Instagram, Facebook and Twitter.
I promote taking fans to the grand final
Amstel will take ten people, five of them drawn and their respective companions, to watch the grand final of the Conmebol Libertadores that will take place on October 29, in Ecuador. The promotion Um Brinde Conmebol Libertadores makes available 2,000 instant prizes of R 500.00 in credits on PicPay. To participate in the promotion is simple: buy at least R 40.00 in Amstel or Amstel Ultra products and obtain the invoice. With each ticket registered and validated by the organization, the consumer competes for the instant prize and accumulates a lucky number to enter the trip draw and watch the final of Conmebol Libertadores 2022. The promotion is valid until October 10th. For more information, just visit the official website.
