A study by the National Traffic Department in 2021 showed that 62% of traffic deaths in Brazil are caused by drunk driving. And the wake-up call: the main victims are young people. … read moreIn light of this, Mindubier asked the agency for more than a campaign to raise awareness – it wanted a way to actually help young people (18-25 years old), its principal customers, not drive when they drink Mindubier.
Agency: Propeg
The idea arose from a simple observation and product analysis. We noticed that the bottlecap looks like a coin. So, we thought: why not turn the bottlecap of every bottle of Mindubier into an actual coin to help pay for a taxi? That’s how beercoin was born. The design for Mindubier’s coin was printed with a value of 1 real on every bottlecap.
We looked for places where they were young (18 to 30 years old), which is the public most likely to suffer traffic accidents due to the consumption of alcoholic beverages. More than 50 points of sale were selected, such as trendy bars and restaurants, where the action was carried out simultaneously. To attract the public and give visibility to the initiative, we spread the news on social networks and physically (with point of sale communication) that in such places, at the end of the night, transportation would be paid for free by the beer brand.
We made a deal with the company Use Taxi – one of Brazil’s main taxi companies, which had been facing unfair competition from ridesharing apps.
To participate, all a customer needed to do was download the Use Taxi app, collect the bottlecaps from their beer, and use them to help pay for a ride. A lot of taxi rides were fully paid for with just bottlecaps. The taxi drivers took the bottlecaps they had received to the Use Taxi office and got the face value of each bottlecap through a simple bank transfer. Mindubier reimbursed the amount to Use Taxi.
80,000 bottles were produced for the action. BRL 80,000.00 in discounts.
1,247 taxi rides with payment in bottlecaps. Over 33,000 customers benefited from the action.
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