To encourage keen professionals to try Amstel and position it as their beer of choice.
We decided to liberate the free time of keen professionals by helping them detach from work.
Smartphones keep professionals connected to work no matter where they are.
That’s why we created Amstel Safe – the first ever wardrobes for mobile phones in bars.
People who lock their phones, get an Amstel key and a free Amstel beer in order to enjoy their time and conversations undistracted.
For 5 weeks Amstel Safe reached:
More than 2 800 people
36 venues in the biggest cities in Bulgaria
The national TV news before election day
More than 1000 tweets and more than 100 Bulgarian and international publications
Gold, FARA 2013