Throughout the 80’s and 90’s, over 3 million Peruvians migrated overseas, leaving true friends behind. Pilsen Callao decided to prove that true friendship crosses borders. They did so by flying old friends back home in exchange for collected bottle caps with their “Bring your pal back” campaign.

The campaign got a lot of traction on its first year and Pilsen Callao needed an idea that would boost participation and break through the saturated news clutter to go beyond standard press coverage (since the campaign would be all over the media with paid advertising).

So we created something different, innovative and breakthrough: the “Talking Heads”, personalized 3D-printed talking piggy banks modeled after your friend's head and voice. That way, friends could “interact” with that one friend they wanted to bring back and “chip in” to the bottle cap cause. ‘Cause what’s better than having your good old pal cheering you on until enough caps are collected, so that you can bring him back? These heads were made using 3D printing technology that had never been used in Peru before and had electrics built in to make it speak.

This attracted media attention right away, always thirsty for innovation and technology. The objective was to create a never-seen-before, one-of-a-kind, desirable object that would keep people and the media aware of the campaign. The buzz achieved surpassed all expectations.

Pilsen Callao needed a creative idea that would break through the saturated news clutter and go beyond standard press coverage and paid media.

Our research showed that in Peru, technological innovations are uncommon and very well received by both audiences and the media. So the goal became to maximize coverage and Free Press by using Peruvian media's thirst for innovation and technology stories. In order to achieve it, we develop a personalized, one-of-a-kind object, made locally using 3D printing technology that had never been used before in Peru, and had electrical gadgets built in to it.

Groups of friends all over Peru went crazy for the “Talking Heads”. Friends moved the conversation along chatting, sharing, posting and liking. The campaign had everyone talking:

• Over 10,000 groups participated (ten times more compared to the previous year)

• Over 1.2 million interactions and over 400K video views throughout the campaign.

• Achieved 230% of ROI

• Increased Brand Equity by 9% and overall sales by 18%, proving that Pilsen Callao is the brand of True Friendship.

• Brand awareness reached 71% nationwide.

• Surpassed the first campaign with an increase in awareness of +12pp (65%) and +10pp in Branding (92%)

• The novelty brought in key performance indicators such “Is the brand that always makes new things”, which increased 5.7pp (47.7%) against the previous year.

• Working off pictures and audio sent by winners, we modeled and printed 3D piggy banks of their friends’ heads. Our hack-lab installed a system to reproduce the friend’s voice whenever caps were inserted. This process was filmed and documented as material for free press.

• A Personalized Talking Head was also given to Key Opinion Leaders, sparking conversation around the item with over 1.2 million interactions throughout the campaign.

• TV and radio personality, Carlos Galdos, had a Talking Head made for his best friend, which he took around asking for cap contributions to bring him back.

• The media buzz caught the eye of one of Peru’s best known anchorwomen and she released an exclusive piece on the Head making process (her own), from 3D Modeling to the 3D printing to physical computing.

• All major blogs and digital news outlets covered the “Talking Heads” generating 230% ROI.

During the 80’s and 90’s, over 3 million Peruvians migrated overseas, leaving true friends behind. This was an opportunity for Pilsen Callao to prove that true friendship knows no boundaries.

To that effect, Pilsen Callao launched “Bring your pal back”, in which the first 100 people to collect 10,000 kilometers in marked bottle caps could get their friends flown back to Peru. It was a raging success but for its second installment, we wanted a bigger media splash. So we created a desirable, never-seen-before object, which would keep people and the media talking throughout the campaign.

The strategy was to wow average consumers and take advantage of Peruvian media's thirst for innovation and technology stories to achieve maximum exposure and Free Press.

We took a look at Peru’s recent economic boom. Population has been exposed to technology and while still expensive and out of reach for a vast majority, it was desired. Our target audience has experienced Peru’s growth first-hand; they are young professionals that like to unwind hanging out with friends, their true close pals.

Innovation through the use of unique technology would not be expected of a traditional, 150-year-old brand like Pilsen Callao, creating wow factor and emotional bonds with such tech-hungry audiences.

So we developed the “Talking Heads” piggy bank: a unique, personalized object produced entirely in Peru using 3D printing technology that had never been used before in the country, which had electrical gadgets built in to it.