Aguila - Beer Lottery
Aguila approached DAVID, needing to reconnect disheartened Colombian soccer fans after missing the 2022 World Cup. The client wanted an innovative way to reignite national pride and engagement with the team, transforming disappointment into a unique, exciting experience. They sought a campaign that would leverage fan passion for betting and patriotism, ultimately strengthening the bond between fans and the national team.
Creative Idea
Aguila created a beer lottery where fans won by matching the anthem lineup.
Cerveza Aguila created a Beer Lottery where fans could buy tickets with player lineup sequences, and if their ticket matched the exact order of players during the national anthem, they would win beer. The campaign transformed fans' disappointment about missing the World Cup into an exciting, patriotic betting experience that reconnected them with the national soccer team.
Creative Strategy Deconstructed
Company
As the primary sponsor of the Colombian national team, Aguila possessed the unique authority to turn the team's official match presentation into a branded utility. They leveraged their massive scale to offer a $500 million peso beer prize that only a market leader could sustain.
Category
Sponsors typically go quiet or use generic 'support' messaging when a team fails to qualify for major tournaments. The category usually treats the national anthem as a passive, solemn moment rather than an active, gamified engagement opportunity.
Customer
Colombian fans felt a profound sense of disconnection and apathy after missing the 2022 World Cup. They craved a reason to stay emotionally invested in the team and a way to transform their collective disappointment into a fun, communal activity.
Culture
The campaign tapped into the intersection of deep-rooted national pride and the explosive growth of sports betting culture. By gamifying the sacred ritual of the national anthem, it turned a moment of silence into a moment of high-stakes anticipation.
Company
As the primary sponsor of the Colombian national team, Aguila possessed the unique authority to turn the team's official match presentation into a branded utility. They leveraged their massive scale to offer a $500 million peso beer prize that only a market leader could sustain.
Category
Sponsors typically go quiet or use generic 'support' messaging when a team fails to qualify for major tournaments. The category usually treats the national anthem as a passive, solemn moment rather than an active, gamified engagement opportunity.
Strategy:
Gamify the national anthem ritual to turn patriotic disappointment into a collective, high-stakes betting experience for beer.
Customer
Colombian fans felt a profound sense of disconnection and apathy after missing the 2022 World Cup. They craved a reason to stay emotionally invested in the team and a way to transform their collective disappointment into a fun, communal activity.
Culture
The campaign tapped into the intersection of deep-rooted national pride and the explosive growth of sports betting culture. By gamifying the sacred ritual of the national anthem, it turned a moment of silence into a moment of high-stakes anticipation.
Strategy:
Gamify the national anthem ritual to turn patriotic disappointment into a collective, high-stakes betting experience for beer.
Results
The campaign achieved a 300% uplift in web registrations per game. It garnered a reach of 1,000,000,000 (one billion). Impressions reached 3,000,000,000 (three billion). There was a 150% sales increase. An additional 1,000,000 USD in sales was generated in TADA per month during matches. The campaign resulted in more than 8% growth in brand power. TV audience during the anthem showed significant increases: from 16.0 for Colombia vs. Brazil (Nov 16), to 18.1 for Paraguay vs. Colombia (Nov 21), to 20.8 for Colombia vs. New Zealand (Dec 5), to 22.2 for Colombia vs. Venezuela (Dec 10), to 23.6 for Colombia vs. Mexico (Dec 14), and finally 25.7 for Colombia vs. Spain (Dec 18). Ultimately, someone won the jackpot, becoming the first "beer millionaire" with a prize of 1,000,000,000 Colombian Pesos in beer.
300%
uplift in web registrations per game
1.0B
reach
1.0M USD
sales in TADA per month
Strategy Technique
Reframe the Problem
The campaign reframed the disappointment of missing the World Cup into an exciting, patriotic betting experience. It transformed a negative national sentiment into a unique opportunity for fan engagement.
Explore Technique
Creative Technique
Gamification
The campaign transformed a national anthem into a lottery game, leveraging fans' passion for betting. It gamified engagement by offering beer prizes for correctly predicting player lineups.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its seamless integration of a real-time digital lottery game into live national football broadcasts, creating an unprecedented interactive experience during a pivotal moment for fans.
The strategic and innovative integration of a real-time interactive game directly into live national football broadcasts, specifically during the national anthem, transformed a passive moment into a unique engagement opportunity.
The intuitive and user-friendly digital platform (app/website) enabled millions of fans to easily participate in the lottery on their mobile devices, complemented by dynamic on-screen graphics during the live broadcast.
The robust backend system was built to manage millions of real-time entries, accurately randomize player lineups, process complex lottery mechanics, and securely verify and distribute a substantial beer prize.
The distinct and engaging visual identity for the 'BeerLottery' game, including its vibrant branding, clear digital interface design, and informative on-screen graphics, ensured clarity and attractiveness across all touchpoints.
The campaign's magic comes from the seamless synergy between the innovative media integration, accessible digital experience, robust technological backbone, and compelling visual identity that collectively reignited fan engagement.
