Title | CERES SOFT ALE |
Brand | ROYALUNIBREW |
Product/Service | CERES BEER |
Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
Entrant Company
|
BCUBE Milan, ITALY
|
Advertising Agency
|
BCUBE Milan, ITALY
|
Credits
Sergio Spaccavento |
Bcube |
Executive Creative Director |
Andrea Stanich |
Bcube |
Client Creative Director |
Silvia Savoia |
Bcube |
Copywriter E Content Manager |
Alessandro Sciarpelletti |
Bcube |
Art Director E Digital Strategist |
Federica Nanni |
Bcube |
Digital Strategist |
Martino Caliendo |
Bcube |
Art Director Junior |
Marta Garavaglia |
Bcube |
Account Director |
Giorgia Benetti |
Bcube |
Account Executive |
Andrea Castiglioni |
Arc |
Project Manager |
Maria Luisa Crisponi |
Bcube |
Agency Producer |
Creative Execution
THE IDEA:
We launch a new beer, the Soft Ale. It’s light, pink, kitschy and made with raspberry and ginger: just the opposite of what people love in a Ceres. Fans immediately rise up struggling for their beloved beer, and for ten days we keep on provoking them. Then we reveal that the Soft Ale is just an April’s fool. And we thank fans for their devotion and loyalty.
RESULTS:
The campaign gave an outstanding boost to social interactions and to digital pr. The reputation of Ceres as a provocative, challenging and iconoclastic brand was extraordinarily empowered. Conversations had a great momentum, fans’ pride and closeness increased, and we engaged our community like no other brand did before in Italy.
FIGURES:
Campaign duration: 10 days
FB interactions: 250.000
Comments on fb fanpage: 5.000
Tweets: 20.000
Single users on the website: 40.000
Total reach: 13.000.000
THE CHALLENGE:
Ceres is a beer for tough people. It’s strong, bold, and it’s a true icon of rebellion with more than 600.000 proud and loyal fans on Facebook. While many brands create new products to satisfy a wider audience, Ceres wants to reaffirm its unique identity and to strenghten its audience’s pride.