Situation

On October 4, 2021, as of 15:39 UTC, the Facebook, Instagram, and WhatsApp services globally went down for 7 hours.

In Mexico, more than 75% of the population (more than 90 million) was affected. Many brands wanted to be the first to say something and join the conversation.

Brief

Tecate, with millions of followers between Facebook and Instagram, had to react to the fall of these social networks, in an original way, with the production standards with which it always publishes and, above all, to build in favour of the DNA of the Brand: Brotherhood.

Goal

Join the conversation in real time, win the conversation and become the news too.

On October 4, 2021, at 15:39 UTC, Facebook, Instagram, and WhatsApp services globally went down for 7 hours.

In Mexico, more than 75% of the population (more than 90 million) was affected. Then, many brands wanted to be the first to say something and join the conversation.

Tecate, second brand in Heineken global portfolio, has Brotherhood as its brand essence, so it had to come out and say something very relevant, in a forceful and funny way.

So, Tecate launched a digital spot in record time, just 12 hours after the crisis, with a clear message, aligned with brand's values: Networks of friends are infallible networks, networks that never fail and are always there for you.

October 4th, 2021, wasn’t just another day: 3.5 billion people were taken offline for 6 hours. The world had stopped, and hundreds of brands had an immediate response, trying to be unique, entertaining or quick.

The strategy was to win the conversation not only by speed, but also by the originality and relevance of a message, which showed position and built in favor of the brand's values.

It was decided to make a spot in the shortest time possible. Yes, a spot, a format that for years has given the brand not only identity and relevance, but has also contributed to its growth and market share.

A spot aimed at millions of Mexicans affected by the network failure. Men and women for whom social networks have been part of their daily lives for several years. Facebook, for example, has 93 million users in Mexico.

October 4th, 2021, wasn’t just another day: 3.5 billion people were taken offline for 6 hours. The world had stopped, and hundreds of brands were out with an immediate response, trying to be unique, entertaining or quick.

But Tecate beer saw the opportunity and responded just 12 hours later with an online ad, that connected brotherhood, which is its brand essence, with the collapse in social media.

An online ad with high production value, as brand usually published, was produce and posted in just 12 hours by: using brand footage, filming key scenes and editing it in record time.

With production intelligence, Tecate broke the myth that says that producing a spot is destined for traditional formats, with slow, expensive production processes that are not very compatible with digital needs.

This is how Tecate turned a problem into an opportunity to generate engagement, through an amusing content and feeding a universal truth: the power of networks of friends.

What started as a real-time marketing tactic, consolidated Tecate as the beer that recognizes that true friends are always, always connected.

Having reacted so quickly, without compromising content quality or creativity, made the brand win the conversation. Having more than 2 million views in the first hours after the spot was released, was more than expected. This action turned into positive brand sentiment and in notes in the main national media.

We win not only by jumping into the conversation in an original and fast way, Tecate became part of the conversation and a news by itself.