Over 3 million Peruvians have migrated overseas, leaving true friends behind. Leading beer brand Pilsen Callao decided to fly old friends back home to Peru in exchange for bottle caps marked with kilometers with their “Bring your pal back” campaign.

For the second installment, we offered something people needed (a place to store their caps) and something they wanted. Since we couldn't bring back their friends, we brought back… their heads! The first 3D-printed cap-collecting “piggy bank”, personalized with your own friend’s features and voice, “Talking Heads” transformed the concept of a piggy bank making it fun, techie and friendly.

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, with over 1.2 million interactions and over 400K video views throughout the campaign.

• Volume growth represents an incremental sale of additional $8.8 million, 27% more than in 2013.

• Brand awareness reached 71% nationwide.

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

Working off pictures and audio sent by winners, the heads were modeled in 3D with a one-of-a-kind angled style Art Direction and later created using an industrial 3D printer that gave them color and detail. We programmed each head with an infrared sensor to detect caps, an Arduino toolkit to trigger the recorded audio, and a speaker to reproduce the friend’s voice when a cap was inserted. The result was a unique and desirable talking piggy bank.

A Personalized Talking Head was given to Key Opinion Leaders generating coverage by all major blogs and digital news outlets.

Pilsen Callao’s consumer is a typical Peruvian middle-class professional. This up-and-coming entrepreneur breaks away from routine in small gatherings with close friends. He’s been exposed to technology and craves it, and is a brand enthusiast.

The strategy was to surprise consumers by helping them in the collecting process in an unexpected way. Using unique technology and innovation, we developed a personalized cap-collecting “Talking Head” piggy bank, made in Peru using 3D printing technology previously unseen in the country. The device had electrical gadgets built in which would catch media attention and created an emotional bond with the innovative-hungry audience.