Budweiser Promo, Case study BUD GREAT TIMES by Africa Sao Paulo

BUD GREAT TIMES
The Promo / PR Ad titled BUD GREAT TIMES was done by Africa Sao Paulo advertising agency for Budweiser in Brazil. It was released in May 2013.
Advertising campaign for Budweiser

Budweiser: BUD GREAT TIMES

Brand
Budweiser
Media
Promo, Case study
Released
May 2013
Posted
May 2013
Market
Brazil
Industry
Beers and Ciders
Agency
Africa Sao Paulo
Copywriter
Maria Rita Angeiras
Art Director
Thony Fernandes
Art Director
Bruno Costa
Copywriter
Fabio Osorio
Creative Director
Eco Moliterno

Credits & Description:

Advertiser: AMBEV
Agency: AFRICA
Category: Best Use of Audio
Advertising campaign: BUD GREAT TIMES
Creative Director: Eco Moliterno (Africa)
Client Services Team: Ana Carolina Boccia (Africa)
Media Team: Luiz Fernando Vieira (Africa)
Creative Director/Art Director: Marcelo Kertesz (Africa)
Client Services Team: Marcio Santoro (Africa)
Media Team: Paulo Ilha (Africa)
Chief Creative Officer/Creative Director/Art Director: Sergio Gordilho (Africa)
Art Director: Thony Fernandes (Africa)
Creative Director/Art Director: Paulo Junger (Africa)
Planning Team: Pedro Cruz (Africa)
Musical Producer: Will.i.am (Will.I.Am)
Media Team: Rodrigo Famelli (Africa)
Art Director: Bruno Costa (Africa)
Planning Team: Daniel Feitosa (Africa)
Copywriter: Fabio Osorio (Africa)
Copywriter: Maria Rita Angeiras (Africa)
Media Team: Pedro Eustachio (Africa)
Audio Production: Zohar Team (Zohar)
Client Services Team: Agnes Figueiredo (Africa)
Client Services Team: Marcelo Passos (Africa)

Effectiveness
It had more than 2 million views in the first two weeks. And when it was officially launched, Bud overtook its main competitor in less than a month.

Strategy
Challenges: • launch Budweiser as a premium beer in Brazil; • beat a competitor with almost 60% of share in premium beers; • use a tagline in English("Great Times are Coming") in a country where 90% of the population don’t speak English. So, we launched Budweiser in Brazil based on something that Brazilians really love: music. And they sing the lyrics in English even when they don’t know how to say the words.

Execution
Two months before launch, we invited Will.I.Am to create a song with the brand’s tagline. But no one knew it was for Budweiser.The song ‘Great Times’ started playing on the radios and in only a few weeks it went up to number 2 on the Billboard charts. So everyone learned the product’s tagline even though it wasn’t available yet. And when it was already the summer hit in Brazil, we published a videoclip on YouTube with Will.I.Am singing it in front of the Budweiser’s logo.