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 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 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.