Budweiser introduced a new claim in Argentina: “Pasala Bien” (a phrase that in Spanish encloses a double meaning: having a good time and drinking a soft beer that goes down easy).

The PR campaign challenge consisted in assuring the concept was brought closer to the consumers so that they could really have a good time without limiting the idea to just a rhetoric statement.It was necessary to surprise target consumers by means of a live action, inviting them to have a good time while communicating a message of responsible drinking. The campaign needed to be able to communicate solid content to be distributed through the media in the form of a piece of news as well.The action centred on creating a moving scenario - a truck with leading rock stars of Argentina performing free concerts - that unexpectedly arrived to the main beaches and tourist cities of the country. The campaign achieved great impact, producing more than 200,000 direct contacts in cities and obtained great national press coverage. The news reached over 12,000,000 people across the entire country as a result of the press coverage that we received.

The action was carried out during January and February 2009 (summer in Argentina) at the four main tourist cities of the country: Mar del Plata, Córdoba, Pinamar and Villa Gesell.

Since the first days of summer, a Budweiser truck pulling a trailer scenario started arriving by surprise at the different cities. While the stage was assembled, people were invited to gather around to take part in a virtual “guitar duel” with their favourite rock star, who then appeared on stage performing in front of anyone passing by or lying on the beach.

In order to get press coverage, reporters assigned to the follow up of summer news and others belonging to the show business sections of the different media of each city were also invited, letting them know a few hours in advance that Bud’s truck was about to arrive at the place to offer a free concert.

The campaign was developed following the original plan, visiting some of the cities up to 3 or 4 times in different opportunities during the season.

Over 200,000 people attended the free concerts staged on the Budweiser trailer during their holidays.

Repercussions on the way the shows were organized communicated as a piece of news reached the main national media (TV, radio, newspapers, magazines and Internet portals) delivering the message to a total of over 12,000 million people.

The plan was developed in a country where Budweiser is not a market leader (the actual leader is a local brand with a high percentage of market share and presence for 120 years), where it has a relatively short history (15 years in Argentina) and not a high budget for communication activities.

However, the action managed to produce a great impact on consumers, with a low investment (about US$ 25,000) and a significant ROI (more than U$S 100,000) through the presence achieved in the media by means of the PR action.