Situation:

In 2022 AB-InBev Mexico launched TaDa, its own delivery app, to reinforce the relationship between brands, consumers and commercial partners through its value proposition: any beer brand, delivered to your home ice-cold and fast.

By the end of 2022 almost all Mexicans would be watching the World Cup, which was a great opportunity for all the business’ value chain including corner shops. There are around 94M fans willing to do anything to enjoy the matches with an ice-cold beer; it was estimated that 3 out of 10 employees would miss their jobs to watch Qatar 2022, which might include TaDa’s delivery guys.

Brief/Objectives:

To support corner shops, we needed to:

-Increase our delivery base by 300%.

-Keep our delivery SLA of 35min.

-Increase our sales volume by +10%.

In Mexico, 73% of the population loves football (94.3 million people) and one in 3 fans would miss work to see the national team. That includes our delivery people.

Being a new delivery app, we couldn't afford to have a reduced staff at the most important consumption time of the year.

While searching for workers, we found a bold, badass and cheap way to solve the problem, by searching where no one else had looked before: we recruited people who hated football and offered them a unique opportunity to turn their hate into money.

Do you hate football? We got a job for you.

60% of fans prefer to watch football at home = a huge opportunity for the delivery business. Nevertheless, if online beer orders historically increase up to 3x during Mexico’s matches, World Cup could triple TaDa's delivery time.

Through Social Listening we found people with an aversion towards football. Rather than an obstacle, we found the perfect opportunity.

Where no one was looking, we found a powerful insight: while the World Cup passion seduces even our delivery workers, there's actual people who don't mind missing it, and who definitely won’t watch it.

Our decision was to launch a multichannel win-win action, using an off/on media mix and adequate segmentation to reach those football haters who wouldn't skip work for the games.

We went beyond recruiting them, our job was to make them saviors of World Cup fans. This way, we ensured our value proposition and reinforced our market differentiators.

The idea was implemented from November 20 to December 20 in 2022.

You could find posters all over the city looking for football haters; gyms, sports fields, arenas, even on subway stations close to spots for sporting events that weren't football related. These actions were supported on TV, by special mentions in programs relevant to our audiences, 60'' and 40'' capsules, influencer's posts, and content.

This campaign allowed us to reach 42% Reach with 34.2M people in a Target 18+.

This campaign exceeded all our expectations. We exceeded our goal for new users, going from 40,000 to 79,287 new customers during this period.

In addition, we were able to capitalize the increase in demand during the World Cup in Qatar, which gave us a 21% increase in sales and a 12% increase in our volume.

As a direct result of the campaign, 5,141 delivery staff registered, which was 6.5 times more than the initial fleet of 800. In just 15 days, we exceeded our registration goal by 200%, which allowed us to increase the percentage of delivery time promised, rising from 89% to 96% the number of deliveries made in less than 35 min.

As a consequence, our CTLV grew by 35% vs. the pre-World Cup period, leaving an increase in service satisfaction to our customers, with +5% in NPS going from 80% to 85%.