Gold
Direct
Digital
| Entrant: | VML, New York |
| Brand: | Tecate |
| Title: | "Age Captcha" |
| Corporate Name of Client: | Heineken |
| Agency: | VML, New York/VML, Mexico City |
| Agency Chief Executive Officer: | Nick Walsh |
| Global Chief Creative Officer: | Debbi Vandeven |
| Chief Creative Officers: | Manuel Borde/Luis Madruga/Martin Nino Goldberg |
| Creative Directors: | Rodolfo López/Raúl Pineda/Mauricio Sanaiote |
| Creative Director - Art: | Tomas Lavagno |
| Creative Director - Copy: | Alberto Triana |
| Copywriter: | Nicolas Garcia |
| Art Director: | Andre Marchesi |
| Agency Producer: | Darío Caso |
| Agency Production Director: | Violeta López |
| Agency Motion Designers: | Dariel Bogota/Lucas Pimenta/Jonhatan Bolivar |
| Agency UX Designers: | María Méndez/Brenda Calderas |
| Agency Project Manager: | Rodrigo Cabrera |
| Agency Global Director of Creative Excellence: | Jamie Anning |
| Agency Vice President, Client Engagement: | Gabriela González |
| Agency Chief Acceleration Officer: | Diego Miranda |
| Agency Global Creative Commerce Operations Director: | David Cofrancesco |
| Agency Global Creative Commerce Operations Coordinator: | Philip Nash |
Description:
This societal issue is most common at neighborhood beer shops called "Tiendas", as well as online where minors can access any booze brand platform or site where alcohol is sold. As a leader in the market and one of the top brands associated with responsible alcohol consumption, Tecate needed to step in, raise awareness, and encourage people to commit to fighting underage drinking.
We came up with an innovative way to deliver the message by changing the online doorway to Tecate's products; Their very own age gate. We created Age Captcha, the first booze brand website age verification that cannot be fooled. Drawing inspiration from Google's captcha, we turned the age gate into a fun trivia with dummy-proof questions only people 18 or older can answer - from popular culture to everyday items and unforgettable fashion trends.
We catalogued 150 questions designed to validate each decade that provided valuable information of users on Tecate's platforms. After consumers engaged with Age Captcha, they were invited to sign a pledge: A commitment to help fight underage drinking in Mexico.
Using Google Captcha challenge-response test, we turned Tecate's age gate into a fun trivia that worked as an efficient age verification. With questions tailored to each decade, covering popular TV shows, memorable sports events, iconic fashion trends, and everyday objects, we crafted over 150 queries.
These questions were designed to ensure that only individuals aged 18 or older could successfully answer them. We incorporated it into Tecate's platform to raise awareness about responsible alcohol consumption and verify the age of consumers more efficiently. Thousands of users interacted with the experience and received an invitation to sign a pledge, increasing the brand favorability.