THE BEERTIONARY by Sagres

CHALLENGE Create Sagres brand awareness among the numerous tourists who choose Portugal as their vacation destination. Idea With Beertionary, we made Sagres into Portuguese beer by definition and still at Lisbon airport we gave to foreigners Portuguese needed to order a really Portuguese beer. Already inside the city, we also promote a musical comedy about Portugal where the public was composed exclusively of tourists who wanted to know a little more about our culture. Result 39% spontaneous awareness, becoming Sagres the airport's top-of-mind advertiser: more than McDonalds and TAP itself. We also reached 74% of total awareness and contributed to 68% experimentation among beer lovers, 21% of the total target specifically asked for a Sagres.