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.
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).
Idealog is part of ICG. We work with clients like Woolworths New Zealand, All Good, Huffer, Liquorland, Resene, Citta Design, TVNZ, Spark and FCB on their event activations, in-store, in-office or out-of-home signage, content creation and vehicle wraps.