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Sun InBev (Interbrew). Premium beer Brahma. BRAHMA SHOP TOUR
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| Objectives: | * To create bright and out-standing activities in the context of general brand positioning concept for regional BTL campaign in KA;
* To increase brand awareness and level of loyalty by means of communications through the brand main elements |
| Result: | Total number of contacts ~165 000 people.
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Mechanics:
* “Present for purchase”: “Brazilian shop on the wheels – bus graffiti-decorated, with lively rhythms on” moves around the cities. The BRAHMA SHOP is situated on board, with plenty of unique Brazilian goods (souvenirs, garments, music), that can be gained for BRAHMA dollars.
* In KA, which participates in promo campaign, every customer has an opportunity to gain BRAHMA-dollars in a special exchange-office. There he/she can change a receipt for buying BRAHMA for BRAHMA-dollars (1 bottle of BRAHMA equals 1 BRAHMA-dollars).
* In the “wheeled shops” a customer can buy any present for BRAHMA-dollars. Every item has its price.
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