Advertiser: CERVEZA ZERO VUIT
Agency: DDB SPAIN
Category: Best Use of Mobile Devices
Advertising campaign: CATS IN THE DARK
Programmer: Rsb Artesania Digital
Illustrator: Silvia Cutilles (DDB Spain)
Technical Director: Emilio González (DDB Spain)
Executive Creative Director: Fernando Barbella (DDB Spain)
Chief Creative Officer: Jose Mª Roca De Viñals (DDB Spain)
Creative Director: Jaume Badia (DDB Spain)
Copywitter: Javier Nuñez (DDB Spain)
Account Director: Maria Jose Moreno (DDB Spain)
Art Director: Silvia Cutilles (DDB Spain)
Strategy
Cerveza Zero Vuit, a traditional beer from Barcelona, relatively young and with a limited deployment in the market wanted an action to publicize itself and raise awareness of the brand.
Execution
We therefore decided to make an app. With facial recognition that shows how as the night progresses and more beer is consumed, the level of demand for measuring the beauty of those around us decreases. The Cats In The Dark app. measures how much our perception of reality changes given the time and the number of beers consumed. You just have to select the sex of the person you want to rate and enter a subjective rating. The camera of the application analyses the facial geometry and weights all the data to give an 'objective' rating of the person selected.
Effectiveness
275 downloads the first night and the day after release, with over 900 'grey cats' rated by the application..Awareness of the brand and orders for it in the bars that offer it increased by 18%.Increase of over 120% in visits to Cervezas Zero Vuit website.