Title	STATUE JUST FOR LOVING BEER
Brand	NATAKHTARI BREWERY (EFES GEORGIA)
Product/Service	34
Category	A05. Use of Ambient Media: Small Scale
Entrant Company	LEAVINGSTONE Tbilisi, REPUBLIC OF GEORGIA
Advertising Agency	LEAVINGSTONE Tbilisi, REPUBLIC OF GEORGIA
Production Company	FILM ASYLUM Tbilisi, REPUBLIC OF GEORGIA

Name	Company	Position
Levan Lepsveridze	Leavingstone	Creative Director
Giorgi Avaliani	Leavingstone	Creative Director
Ia Darakhvelidze	Leavingstone	Art Director
Giorgi Burchuladze	Leavingstone	Strategy Director
Natia Gogia	Leavingstone	Executive Producer
Giorgi Gordzamashvili	Independent	Sculptor
Valo Imerlishvili	Independent	Sculptor
Nikoloz Kakhniashvili	Leavingstone	Account Manager
Dito Dolidze	Leavingstone	Social Media Manager
Beka Raminishvili	Leavingstone	Social Media Manager
Guka Goliadze	Film Asylum	Director Of Photography
Temo Matcharadze	Film Asylum	Cameraman
Misha Gogichashvili	Film Asylum	Cameraman
Giorgi Qobalia	Film Asylum	Special Effects Computer Graphics
Saba Pruidze	Film Asylum	Editor
Tato Rusia	Independent	Sound Engineer

Brief Explanation

The first Georgian craft beer targets beer fanatics, so we launched 34 with a shocking price tag - 34 Laris ($17) a bottle (20x real price). We used these overpriced bottles to find the most devoted beer lovers who’d stop at nothing to get a taste of the special new drink. To pay our respects to the first brave customers, we honored them in the most public way - we unveiled their personal statues unexpectedly as the prices went down in five days. The beer drinking statues instantly became popular local landmarks, bearing our message “Glory To Beer Lovers.”

Results and Effectiveness

This memorable surprise got widely discussed on the Internet and the national TV touching the heart of every beer lover in the country and earning 34 the name of “the most valuable beer in Georgia”. The video of the campaign is one of the most viral videos in Georgia this year so far with 174’000 views on YouTube. During first days of the launch campaign (27.02.15 - 03.03.15) we sold only 230 overpriced bottles. However, Part 2 pushed 230% of the planned monthly amount - roughly 25% of the total available beer supply was gone in the first month.

Creative Execution

To glorify passion for beer and honor our customers, we put up three personal statues of the first people to buy extremely overpriced 34 right in the middle of the city. To craft these statues in five days, we tracked each brave customer using hidden cameras in the stores, special promo codes and a curious sales team. Most devoted beer fans got to unveil new local landmarks with themselves drinking beer as a total surprise, the rest of the first 230 purchases were awarded with 34 bottles of 34 each. We leaked the video explaining the viral story on YouTube.

Insights, Strategy and the Idea

Launching in a saturated market (with 22 local and 27 foreign brands), where Georgians are extremely skeptical of local products, 34 targets a very specific audience: Beer Experts - sensitive about beer quality and taste. Early Adopters - try new experiences before others. We made 34 extremely expensive to find real beer fanatics - people, who would trust a new local beer and pay the huge price. We’d turn these brave beer lovers into national heroes to celebrate their devotion, and to share the privilege with the rest of the country - make 34 cheaper and widely available.