Andes is a beer that always invites you to spend more time with friends. So we shared a fun and interesting insight: sometimes, in order to hang out, you’ve got to negotiate a little. With your girlfriend or boyfriend, with a demanding boss, with your parents, etc. These negotiations can be difficult and, often, unsuccessful. So, to help young people get what they’re looking for, we brought three of the best hagglers in the world to Mendoza – professionals in the art of the getting you want you want. They offered their services at bars, clubs, on the streets, and online via platforms like Facebook, Twitter, and WhatsApp. Consumers interacted with them in hopes of getting something much more valuable than material goods: more time with friends.

The campaign took place over the month of August in Mendoza, Argentina. The first two weeks were dedicated to making the Hagglers famous. Once we did that, the Hagglers spent the next two weeks traveling the province, offering their negotiation services at different points of sale. For the entire month, consumers were able to connect with them directly online via the brand’s social media platforms. We reached 95% of our target audience online and asserted our presence at the most relevant locations for our target audience.

We reached 95% of our target audience on social networks

The “Young Brand” attribute increased by 8 points, reaching a record high

We increased volume by 22.8%