MUSIC FESTIVAL2002 - 2004

BRAZIL’S BIGGEST MUSIC FESTIVAL

OVERVIEW

Launched in Brazil in 1967, the Skol beer always pushed the market forward by being the first one to be sold in cans (71), aluminium cans (89) and long neck (93), among others.

In 1997 the Skol beer was the 4th most consumed in Brazil, with a 15% market-share.

But, by the end of the 90‘s, that started to change.

The company decided to reposition the brand, betting on its smoother flavour and aiming at the entertainment field to differentiate it from its competitors.

The “It goes down smooth” campaign was born and brought with it, among some other initiatives, the Skol Beats Festival!

SKOL BEATS

Born in 2000 and attracting 15,000 people, the Skol Beats Festival quickly became a success due to its association with a new and fast-growing musical style: the Electronic.

For its 3rd edition, in 2002, AmBev decided to bet higher than ever, moving the Festival to Sao Paulo’s city centre and investing to make it the biggest one in the South Hemisphere (and 3rd in the world), attracting 50,000 attendees!

MY SHARE

I was part of the team who has worked on this project for 3 years, from conception to delivery, both on the planning and creative sides.

As a Planner:

- Developing blueprints

- Allocating resources

- Optimizing public flow

As an Art Director:

- Developing Creative collaterals as Press kits, badges, hand-outs, outfits, VIP kits, invitations, stickers, etc.

- Creating activation efforts to promote it among its target.

RESULTS

The bet made by AmBev paid off, and the Skol Beats Festival became the most expected musical event of the year, lasting for 10 editions (up to 2009).

The Festival generated a spin-off product, the Skol Beats beer, carrying a unique bottle and a more alcoholic composition.

In just 4 years, Skol skyrocketed from the #4 position to the #1 position, doubling its market share to 31%.

AWARDS

At the Brazilian leg of the Marketing Agencies Association Worldwide (MAA) Globes Awards, the effort won as:

•Best and Most Efficient Long-Term Promotional Campaign

•Best Brand Loyalty Campaign

•Best Entertainment Campaign

•Best Brand Awareness and Trial Campaign

creative plannerROBERTO FARIA

www.robertofaria.com