While Argentina boasts a stupendous number of soccer fans, the northern province of Salta is dubbed the 'New Zealand' of the country because most of the locals are rugby heads. And because rugby and beer go together like fish and chips, Ogilvy came up with the Rugbeer vending machine below to promote Argentinean beer brand Cerveza Salta.
While Coke's recent Open Happiness campaign employed the schtick of getting punter to hug a vending machine for a free can of drink, the Rugbeer dispenser required users to put a bit more muscle into it, physically tackling the machine to receive their beverage. An inbuilt sensor registered the force of the charge, which had to reach a certain threshold before it would give up the goods.
The machine went on tour around pubs, and those bars registered a 25 percent uptick in sales.