SITUATION:

WE USED TO BOND BY INERTIA, BUT THE PANDEMIC AND ISOLATION MADE US REEVALUATE OUR FRIENDSHIPS.

BRIEF:

POKER, A BRAND THAT HAS ALWAYS BUILT ITS MESSAGE IN THE TERRITORY OF FRIENDSHIP, INVITES YOU TO QUESTION IT SO THAT PEOPLE UNDERSTAND WHICH FRIENDSHIPS ARE HEALTHY FOR THEM AND WHICH ARE NOT SUITABLE BECAUSE THEY ARE TOXIC.

OBJECTIVES:

·GET PEOPLE TO REGISTER TO TAKE THE FRIENDSHIP TEST.

·ACHIEVE POSITIVE IMPACTS WITH ACTION.

·QUESTION TOXIC OR INCONVENIENT FRIENDSHIPS AND REWARD THOSE FRIENDSHIPS THAT ARE HIGHLY POSITIVE.

·INVITE TO PRODUCT TRIAL WITH DISCOUNTS IN THOSE FRIENDS THAT TURNED OUT TO BE POSITIVE.

POKER, COLOMBIA'S MOST POPULAR BEER BRAND, HAS ALWAYS BEEN BUILT ON THE TERRITORY OF FRIENDSHIP. NOW, FOR THE FIRST TIME, IT INVITES YOU TO QUESTION IT.

POKER PURA MALTA PRESENTS:

FRIENDSHIP CHECK

TOGETHER WITH PSYCHOLOGY PROFESSIONALS, WE DEVELOPED AN ONLINE TEST TO DIFFERENTIATE

BETWEEN HEALTHY AND TOXIC FRIENDSHIPS.

THE TEST WAS DONE ONLINE FROM DIFFERENT DEVICES AND EVEN A VENDING MACHINE INSTALLED IN BARS TO TEST THE QUALITY OF THE FRIENDSHIP. THE ACTION WAS PROMOTED BY DIFFERENT INFLUENCERS AND FANS OF THE BRAND.

WE TARGETED A PUBLIC BETWEEN 25 AND 35 YEARS OLD, WHICH WE DEFINED AS THE SECOND ADOLESCENCE, MEN AND WOMEN OVER 25 YEARS OF AGE WHO ARE ALREADY BEGINNING TO MAKE SMARTER DECISIONS REGARDING THEIR FRIENDS AND THE PRODUCTS THEY CONSUME.

IN THIS CASE, WE FELT THAT THE PRODUCT´S QUALITY HAD SOMETHING TO SAY ABOUT THE QUALITY OF FRIENDSHIP, EVEN MORE, WHEN THE BRAND HAS ALWAYS SPOKEN IN THE TERRITORY OF FRIENDSHIP.

THE CAMPAIGN LASTED FOR A MONTH AND A HALF, WITHIN THE FRAMEWORK OF THE MONTH OF FRIENDSHIP, A CENTRAL PART OF THE BRAND'S COMMERCIAL CALENDAR. THE ACTION WAS CARRIED OUT AT THE FOLLOWING POINTS OF CONTACT:

· SOCIAL NETWORKS CONSUMED BY THE TARGET: INSTAGRAM AND FACEBOOK.

· PROGRAMMATIC DISPLAY: INVITING THEM TO TAKE THE TEST AND QUESTION THE FRIENDSHIP.

· RELEVANT INFLUENCERS FOR OUR COMMUNITY.

· VENDING MACHINE IN BARS: IN CHARGE OF CHALLENGING FRIENDSHIPS IN BARS, PLACES WHERE WE PRECISELY HAVE OUR FRIENDS LIVE.

87% OF POSITIVE SENTIMENT

ON INTERACTIONS

+52M IMPRESSIONS

IN ONE MONTH

+27% FRIENDSHIPS CHECKED

THAN INICIAL KPI

+149% NEW USERS LEADS

THAN INICIAL KPI

+9K PRODUCT TRIAL