Amstel Safe
Case Study

Challenge

To encourage keen professionals to try Amstel and position it as their beer of choice.


Strategy

We decided to liberate the free time of keen professionals by helping them detach from work.


Solution

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.

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Results

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

Product Campaign

Gold, FARA 2013

One-to-One Communication

Gold, FARA 2013

Ambient Campaign