Amstel Pause
Case Study

The first advertising installation that asks you to do… nothing.


Challenge

Relaunch Amstel on the Bulgarian market as the beer for keen professionals and their leisure time.


Problem

Keen professionals can’t take a proper break even after work – they stay connected to the office or are in a constant rush.


Idea

To inspire people to take a break, we created an installation that asks them to do… nothing!

Stay still for 3 minutes and you’ll get a beer.

Amstel Pause
Step 1

Push the button

Step 2

Stay here

Step 3

Sensors capture every move

Step 4

Take a break for 180 seconds

Step 5

The bell rings at the end

Step 6

Get an Amstel Beer

Seen In

Amstel Pause seen in
Amstel Pause Installation
Amstel Pause Installation
Amstel Pause Installation
Amstel Pause Installation
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Amstel Pause Installation
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Amstel Pause Installation

Results

For 16 days, working from 4 to 9 pm, Amstel Pause collected:

4 032 minutes or more than 67 hours of doing nothing

1344 people took a break and tasted the new Amstel

More than 2000 tweets.

More than 350 000 views and more than 150 international publications achieved with a total media spending of 1000 euro.

As a result of the campaign, Amstel marked an annual volume growth of 10%.

Gold, FARA 2013

Product Campaign

Gold, FARA 2013

One-to-One Communication

Gold, FARA 2013

Ambient Campaign