Club Colombia needed to capitalize on the gastronomy territory and position itself as the ideal beer for Colombians' lunches and dinners. In such a competitive market, it was important to find new points of contact that would put the brand in the consumer's mind.

To eat everybody has to wait, and nobody likes waiting. So we created the first platform that operates during the gastronomic wait. We used Rappi, the country's most important food delivery app, to hack lunch and dinner deliveries using one of the app's main features: Rappiturbo, so our beer would arrive in less than 10 minutes, long before the food, and make the food waiting a moment of enjoyment.

For this execution, we aimed at new audiences who were in moments of waiting, in which the brand would focus its efforts to position itself as the ideal drink for gastronomic waiting moments. Colombians aged 18-45, are divided into 2 segments: Alcohol drinker + home cooking - Alcohol drinker + Food delivery (Food in: people who declare consuming alcoholic beverages (category buyer) and are fans of recipes, cooking at home, and consuming all content related to cooking, and Food out: Food Delivery. People who declare consuming or have an affinity for alcoholic beverages, order food delivery, or declare a preference for this type of food).

From September 1st to September 30th, 2022, we carried out the first collaborative campaign of Club Colombia with the country's most important home delivery app with one of the largest consumer databases in the country, Rappi. It was such a simple yet effective action that did not require a comprehensive communication campaign, meaning $0 investment in media. The key action was to transform the unbearable wait for food delivery by offering a six-pack of beer that arrived much earlier than the food. We activated this action during the busiest hours of the day, lunchtime and dinnertime.

In 1 month, we increased Rappi sales by 36% with zero investment in media.

We had a +12% increase in orders from Monday to Thursday and more than 14,000 redemptions through the largest delivery service in the country, triggering a fertile territory in the beer category, specifically during the wait at home.