Create Sagres brand awareness among the numerous tourists who choose Portugal as their vacation destination.
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.
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.