Antarctica Beer Turnstile

Antarctica Beer Turnstile

Antarctica beer was a sponsor of the Rio De Janeiro Carnival and that is when their agency, Almap BBDO, created and executed “The Beer Turnstile”. As a campaign against drunk driving, they equipped the underground station gates with bar code readers that would accept Antarctica cans instead of regular cards and tickets. It’s very simple: You want to leave the carnival and you’re not sober enough to drive? No problem. Just keep your Antarctica can with you and go to the Β underground station, scan the bar code as you would scan your regular card and that’s it, you have access to a subway ride. And if you are worried about environment here is a great news: The underground turnstiles were also equipped with can trashes and the collected cans were offered to a recycling NGO.

This is a great campaign effective on many levels for Antarctica beer: First, it would raise sales during the carnival as the party people would be tempted to get an Antarctica beer for a free ride back home. Second, this is full of corporate social responsibility (CSR) activities: On a large scale as a fight against drunk driving and on a smaller scale as the brand shows an environment friendly image Β by recycling the cans. At last the idea is new and creative which gives the online case study video a big “virality” potential and thus raising awareness about the brand.

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