After the Colombian National Team failed to qualify for the Qatar 2022 World Cup following two consecutive appearances, fan enthusiasm hit an all-time low, reflected in the lowest TV ratings in history at just 5.7 points.
That gave Cerveza Aguila a problem. As the brand supporting the Colombian National Team since the 1980s, it faced a significant decline in fan interest due to the team’s absence from the 2022 World Cup. The brand recognised the urgent need to reconnect fans with the excitement of football.
David Bogota had an idea. Cerveza Aguila, in partnership with the Colombian Football Federation, introduced the The Beerlottery. The game within the game merged two beloved Colombian passions, betting and national pride. Fans were invited to predict the exact order of players lining up during the national anthem, with a chance to become “Beer-llionaires’.
The Beerlottery not only deepened fan engagement but also strengthened the bond between fans, football, and Aguila beer. The fun initiative offered fans an exciting way to interact with the game, enhancing the overall match-watching experience. By participating in The Beerlottery, linked to beer purchases, fans stood a chance to win up to 1 billion pesos worth of beer. The idea captivated fans from the start, ensuring consistent engagement from kick-off. The lottery’s prize pool increased each game until a winner emerged, generating millions of new reasons for fans to rally behind the national team.
Cerveza Aguila’s strategic partnership with the Colombian Football Federation successfully transformed the least-watched moment of matches, the anthems, into an exciting fan event. David’s media campaign directed fans to the lottery website to place their bets, offering the first bet for free and additional betting opportunities through promo codes from TaDa purchases. The campaign not only boosted TV ratings and fan engagement but also delivered impressive business results, cementing Cerveza Aguila’s role as a key supporter of Colombian football and its passionate fans.
Given its resounding success during the World Cup Qualifiers, helping online sales surged by an impressive 150%, Cerveza Aguila has extended the Beer Lottery to the biggest football event of the year, Copa America. Fans can now join in the excitement by visiting beerlottery.com to predict the lineup during the anthem and stand a chance to win 1,000 million pesos worth of beer.
Credits
Client: AB InBev (Aguila)
Client Team: Alvaro De Luna, Diego Pomareda, Natalia Aguirre, Alejandro Cardona, Juan Camilo Matiz, Diana Chávez, Juan Pablo Carvajal, Simón Escobar, Nicolas Solano, Paola Rojas, Daniela Rojas
Agency: DAVID Bogota
Partner & Global CCO: Pancho Cassis
Global COO: Sylvia Panico
CCO: Carlos Camacho
Managing Director: Juan Pablo García
Copywriters: Jonnathan Rodríguez López, Nicolás Téllez
Art Directors: Gabriel Muñoz Lara, Alejandra Ramírez, Roger Paul Gonzales Sotelo
Motion Designer: Juan David Rivadeneira
Account Executive: Krizia Brühl
Brand Planner: Carmen De Ureña
Insights: Yaneth Bolaños
Global PR Director: Sandra Azedo
Influencers: Alina Vélez
Media Placement: Zenith
Music Production: HOOKED Music
Post-Production: Hastings Audio Network
