Pilsen Callao’s “Talking Heads” was the main activation as part of the complete Throught the Line Campaign “Bring you 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. Pilsen Callao wanted to prove true friendship crosses boundaries by reuniting long-time friends living overseas with their pals back home. The heads were high tech piggy-banks that encouraged participants to collect bottle caps to bring their friends back to Peru

Being a six-week long campaign, we needed to find a way to keep users engaged and participating. Therefore we created the “Talking Heads” piggy-bank, an homage to that friend who lives abroad, and a highly innovative tool for this promo in which you needed to collect bottle caps.

The communication strategy sought a powerful execution according to the brand purpose (create and celebrate moments of true friendship), through an emotional centerpiece: the “Talking heads”, that reminded participants what it feels like to have their buddy back after so long, encouraging them to accumulate enough caps to bring them back!

The campaign achieved important results both in terms of volume and brand equity.

• Pilsen Callao’s sales increased 18% against the previous year. Four times the growth of any other brand in the category.

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

• The campaign contributed to an increase of +9pp in brand equity during the period that was active.

• The campaign helped to further consolidate the positioning of Pilsen Callao as a “brand that celebrates true friendship” by +7pp, reaching 64% at the end of 2014.

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

Stage 1: Connection – presenting the concept and dynamic.

The first stage had two objectives, to develop an emotional bond with our consumers and inform them how to participate on the promo. During this period, we aimed for mass reach so we launched our message in every brand platform and media available.

Stage 2: Participation – Talking Heads as a bridge

Once the concept and dynamic was clear, we launched the “Talking Heads” iniciative to bridge both notions. It contributed to the emotional bond by paying homage to that one friend who’s away and it also played an integral role in the dynamic of cap collection. Furthermore, being an innovative piece, it propelled us to mainstream media sparking conversation and buzz.

This execution secured campaign’s success, creating a bonding platform for brand and users and encouraging recurrent product consumption and incremental volume.