Aguila - Beer Lottery (case study)

After Colombia failed to qualify for the 2022 FIFA World Cup, the national team's fans were left disheartened and disconnected. To reignite their passion and bring them back into the fold, the team's biggest sponsor, Cerveza Aguila, devised an innovative campaign that combined two elements beloved by fans - betting and national pride. This campaign, dubbed the Beer Lottery, aimed to create a new and engaging experience for fans, allowing them to feel connected to the team in a unique way.
The Beer Lottery revolved around a simple yet clever idea. Before every match, the players line up for the national anthem, appearing in what seems to be a random order. Cerveza Aguila took advantage of this by creating tickets with specific number sequences corresponding to potential player lineups. Fans could purchase these tickets, and if the sequence on their ticket matched the players' lineup from left to right during the national anthem, they would win their share of a substantial prize - $500 million pesos worth of beer. This not only rekindled the excitement of the fans but also gave them a fun and patriotic way to stay engaged with the team.
Through this creative approach, Cerveza Aguila managed to blend the thrill of betting with the deep sense of national pride, transforming the disappointment of missing the World Cup into a spirited and communal event. The Beer Lottery not only boosted fan morale but also reinforced the bond between the national team and its supporters, demonstrating how innovative thinking can turn a setback into an opportunity for celebration and unity.
CREDITS
Brand: Aguila (AB InBev).
Creative Agency: DAVID, Bogota, Colombia.
Media Placement: Zenith, Bogota, Colombia.
Influencer Marketing: Alina Vélez Comunicaciones.
Music Production: HOOKED Music GmbH, Hamburg, Germany.
Post-Production: Hastings Audio Network, Hamburg, Germany.
Aguila, AB InBev
Global Chief Marketing Officer: Marcel Marcondes.
Vice President Marketing: Alvaro De Luna.
Marketing Director Aguila Franchise, ETD & Local Crops: Diego Pomareda.
Brand Manager: Natalia Aguirre.
Experience & Sponsorship: Alejandro Cardona.
Project Manager: Juan Camilo Matiz.
Brand Media Lead: Diana Chávez.
Content, PR & Influencer Marketing Lead: Juan Pablo Carvajal.
Brand Content Analyst: Simón Escobar.
Intern: Nicolas Solano.
Product Owner: Paola Rojas.
DTC & CTL Specialist: Daniela Rojas.
DAVID
Partner & Global Chief Creative Officer: Pancho Cassis.
Chief Creative Officer: Carlos Camacho.
Managing Director: Juan Pablo García.
Copywriters: Jonnathan Rodríguez López, Nicolás Téllez.
Art Directors: Gabriel Muñoz Lara, Alejandra Ramírez, Javier Andrés Caceres, Roger Paul Gonzales Sotelo.
Motion Designer: Juan David Rivadeneira.
Account Executive: Krizia Brühl.
Brand Planner: Carmen De Ureña.
Insights: Yaneth Bolaños.
Alina Vélez Comunicaciones S.A.S
Sr. Account Executive: Estefania Assaf.
Adbid
Media Consultant: Ana María Erazo.
Zenith Media
Coordinadora de Medios: Alejandra Ricaurte.
Planner de Medios: Maria Paula Mateus.
Dattis
Gerente de PR: Dallan Arevalo.
PR Brand Lead: Maria Fernanda Gonzalez.
Analista de PR: Paola Vigoya.
HOOKED Music GmbH
CEO: Jan Finck Barboza.
Head of Production: Camilo Remolina.
Hastings Audio Network
Producer: Jan Werner.
Sound Engineer: Rafael Santiago.