Amstel Vending Machine: Do Nothing, Receive Beer
We all saw many great interactive vending machines campaigns, most of them with an idea: complete a task (or tasks) and get a reward.
But what if you did not have to do anything and get a prize anyway?
We all know it, running from one place to another for appointments, meeting family, friends and so on. And sometimes we forget to just have a pause (and maybe a Kit-Kat), relax and enjoy the moment. Amstel, a Dutch brewery and their creative agency NEXT-DC wanted to persuade the busy people of Sofia, Bulgaria to get some rest.
How? They created “Amstel Pause“, a vending machine rewarding people with free beer for doing…just nothing. The idea was to make them pause for a while, not to move (even picking up a ringing phone disqualified the person from receiving a free beer) and get a free beer.
Each of the person had to wait for 3 minutes to get a can of Amstel beer.
The First Installation That Makes You Do Nothing
The results? Over 16 days, from 16:00 to 21:00 o’clock the Amstel Pause vending machine collected 4,032 minutes (more than 67 hours) of rest.
An average of 84 people took part each day and over 1,300 beers were dispensed.
I really love the idea (not only because the reward is a free beer) because of the “relax, do nothing and enjoy the moment” message and attitude.
We’re all living in a hectic world, under time pressure and are slowly forgetting how to pause for a while, so this one is a very nice reminder to do nothing, at least for a few minutes.
What About You?
What do you like most about the campaign? Which great vending machines campaigns did you see recently?
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