#rugbeer

[aaronbhurji]

Desperados - Research 5

Rugbeer by Salta

Argentina is the country with most football fans in the world. But in the north, in the Salta province, the New Zealand of Argentina, everybody loves rugby. That´s why Salta beer wanted to make rugby fans live a unique experience. The Rugbeer Machine by Salta Beer. The first ever vending machine that gives rugby players what they want most for doing what they do best. One cold Salta Beer per tackle.

Very interesting and engaging campaign, taking something quite simple and evolving it into something, fun & engaging. The video was probably scripted but i can see a lot of people liking this idea. This idea reminds me of the Coca Cola campaigns where they use vending machines - For example the vending machine that brings India and Pakistan together, this can be seen here: https://www.youtube.com/watch?v=ts_4vOUDImE

[drinkvertising]

If Argentina, especially the Salta province, has the majority of rugby lovers, then they must like tackle for a beer. Along with this opinion, Cerveza Salta and Ogilvy came up with an entertaining vending machine called Rugbeer for the beers.

[silasol]

The "Rugbeer"

[ogilvydigitalhealth]

Tackling the issue

How do you connect with a small, rugby loving community surrounded by a sea of football fans? Design a vending machine that you have to tackle to release a drink obviously! Cerveza Salta (an Argentinean beer brand) wanted a campaign that acknowledged the rugby enthusiasts in the north of the country, a group that is often overlooked by advertisers who concentrate on the country’s large population of football fanatics. The RugBeer vending machine rewards it’s user with a crisp, cold beer when tackled, and led to a 25% increase in beer sales. A nice idea from our colleagues at Ogilvy Buenos Aires.

[lafabricadelasideas]

La máquina expendedora de cerveza que funciona a hostias

En Argentina, además de muchos psicoanalistas, bailadores de tango y una Iglesia Maradoniana, en la zona norte del país, concretamente en la provincia de Santa, tienen un deporte del que son auténticos fanáticos, el rugby.

La marca de Cerveza Salta, junto con la agencia Ogilvy Buenos Aires, tuvo una ideaca tan buena como sencilla: sacarle provecho a esta gente amante de los placajes, creando la primera máquina expendedora que funciona a hostias, la Rugbeer.

El entorno donde se situaba estaba ambientado como si fuese un campo de rugby así que la única excusa para no obtener una cerveza es no tener fuerza. Un medidor de impactos decide si te llevas lata a casa o tienes que volver a dejarte el hombro tratando de tumbar  la maquina. La Rugbeer hizo tour por distintos pubs, mejorando la notoriedad de la marca desahogando a cada uno.

No sé vosotros, pero nosotros somos más de que nos la ponga el camarero.

[johnnyjihad-blog]

Now there's a vending machine with some balls, 'tackle your way to a beer' introducing Rugbeer!

[toosto]

[tindencleef-blog]

Rugbeer

Doelgroep + Product = Perfect uitgevoerd!