Strategy: A CONCENTRATED launch.250 bars in Barcelona (in tune with the target) to which we would prove the product’s potential.How? By turning them into the place where you could try a Saaz and vote.Objective:To catch the attention of anybody who walked into an electoral bar. Urns, votes, flags, balloons and live speeches, were all elements which helped turn the bars into electoral bars. Billboards on the streets, political badges, guys on bicycles giving away sheets and a website www.referendumsaaz.org.Everything in tune with the Spanish Republic’s aesthetic (the 30s: signs, speeches, media (sheets, flags…) Saaz became the first democratically elected beer.

Election night results: 81% Yes, 17% No, 2% No answer,Over 5,000 votes emitted in the 250 electoral bars,Over 28,800 beers sold during the promotional period,Over 1,000 people in attendance during the electoral night.30,000 visits to the website with links to Google Maps, Youtube and Flickr, Appearances in over 50 media outlets, Comments in over 70 blogs and forumsand most importantly: the campaign’s success generated the national launch in Spain in 2008WELCOME TO DEMOCRATIC MARKETING