To increase Amstel’s sales through a memorable campaign that will distinguish the brand from the other players in the premium beer segment.
Consumers of Amstel appreciate quality and like to show it. They want to be accepted by their peers and like to try new things. But what they like the most is to stand out and demonstrate their knowledge, especially when they are with their friends.
And while we were digging through the data, showing how they like to spend their time in front of the TV, we noticed something interesting – our target likes to watch TV shows about popular science.
So why don’t we provoke Amstel fans to broaden their knowledge and spend quality time in activities which make them better, by involving them in a game of knowledge? And this is how “Amstel has a Question” was born.