Situation

Club Premium, the Ecuadorian beer made with mastery, needed an idea to highlight that it is a handmade beer, with special care for details, so this way, they can be on top of new craft beers that compete on the market.

Brief

Make an action that can connect Ecuadorians with the brand.

Objectives

Achieve a sense of belonging and pride with the beer by all Ecuadorians in a single activation. Highlighting the process of quality, purpose and care in the details of Club Premium beer.

In order for the world to know that the Panama Hat is originally Ecuadorian, we took advantage of the football match on a FIFA date between Ecuador and Panama so that the players of the Ecuadorian soccer team would give Panama Hats to the Panamanian players, and thus, Club Premium, the Ecuadorian beer made with mastery, makes a recognition to the Ecuadorian master craftsmen who originally made Panama Hats by hand.

Insight:

Key message:

Target audience:

People all over the world who for more than 100 years, has believed that Panama Hat is Panamanian.

Creation and distribution of assets:

Implementation

Players from the Ecuadorian soccer team, handed over Panama Hats to the Panamanian soccer team, during an official match set on a FIFA date, played by both of the teams at Panama City.

Timeline

The action was executed on the first 20 seconds that take both teams players to get out the field and shake hands.

Placement

Olympic Stadium Rommel Fernández Gutiérrez at Panama City.

Scale

The action was seen by approximately 32,000 people live in the stadium and approximately 15 million viewers between Ecuador and Panama.

A 20 second action that generated international repercussion:

+ 1.9MM People Reached.

+ 1MM Social Media Impressions.

+ 200k free press value.

ABinBev: Club Premium's positive brand feeling grew up to +20 points.

And the most important: We moved the political will of the Ecuadorian government to get Ambassadors, Governors, Ministers of Tourism and Foreign Trade to pronounce themselves with the campaign supporting the recognition of the work of the Ecuadorian master craftsmen who originally make the Panama Hat.