We identified that consolidating more fun to bars besides drinking beer would be a motivation capable of taking consumers to the POS during weekdays, elevating their medium expenditure.Music is to the target a pleasure that helps to soothe away the problems. Football is a traditional entertainment on Wednesdays nights.We created a promotion that combined these two seduction elements in the target-POS exclusively on Wednesdays through a band challenge and a football championship. The desired awards attracted customers music groups and football teams to participate free of charge, stimulating the consumption of more Brahma at those bars.

Music and football, typical target amusements, have been proved motivations capable of inducing social and personal consent to consume Brahma in the middle of the week.The promotion’s repercussion was big, promoting 49% growth on sales, reaching 300 thousand people and inducing 20 thousand conversions.R$30 thousand were invested in awards to the 75 music groups challenge participants and 60 football team championship participants.The winning music group recorded an independent album and played in the closing concert (with 7.000 attendants) with one of Brazil’s most famous sambista (samba player), Zeca Pagodinho.