Pilsen Callao’s consumer is a very typical Peruvian male: a married, middle-class professional and up-and-coming entrepreneur. He breaks away from routine in small gatherings with close friends, “true buddies” with similar lifestyles.

Our consumers are true Pilsen Callao fans and would do anything for their buddies, especially if it involves drinking (and accumulating thousands of caps to bring them back home as a consequence).

To make this process really unique we gave this innovative-hungry audience a new gadget, creating an emotional link between brand and customer.

When asked to motivate participation for the second installment of leading beer brand Pilsen Callao’s “Bring back your pal” promo, where people collected kilometers printed under every bottle cap for a chance to bring their friends home to Peru, we developed a highly innovative and fun piece to remind participants exactly what it feels like to have your buddy back again among your group of friends: “Talking heads”.

As a result of this unique and personal experience, groups of friends across the country gathered thousands of bottle caps, increasing participation ten times over the previous year’s figures.

For 30 days, the plan was to:

• Create a unique and desirable gadget that linked the brand narrative to the promo: we developed a highly innovative gadget that helped consumers collect the bottle caps they needed, while addressing them in their own codes of friendship and fun.

This gadget was a “Talking Head” piggy bank modeled after their friend’s, so our winners could get back their friend’s head and interact with it while collecting their caps.

• Raffle for our Super Fans to win 3D-printed heads with custom audios: Since Pilsen Callao is the only beer that could develop such a unique souvenir; we then wanted our super fans to get in on the action and generate buzz!

• Send Talking Heads to newscasters and Key Opinion Leaders generating Free Press: we kept the conversation going and rose above the noise.

• Maximize the campaign reach capturing new drinkers.

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.

For the second edition of this campaign, we had an important challenge: boost participation of an already successful campaign. We saw this as an opportunity to make a direct impact creating a customized, functional piece that solved the great issue of collecting the large number of caps you need to win the prize.

So we developed an innovative and humorous direct: “Talking Heads”! A unique piece with functional benefits – a bottle-cap piggy bank –, and an amazing emotional benefit that encouraged friends to gather those kilometers to bring their pals back to Peru.