| Title | BROTHERS REUNITED |
| Brand | GRUPA ZYWIEC |
| Product/Service | WARKA |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
THE DIGITALS Warsaw, POLAND
|
|
Advertising Agency
|
THE DIGITALS Warsaw, POLAND
|
|
Media Agency
|
MEDIAVEST Warsaw, POLAND
|
|
Production Company
|
PAPAYA FILMS Warsaw, POLAND
|
Credits
| Michal Kobierzewski |
The Digitals Sp. Zo.o. |
Creative Director |
| Kuba Sagan |
The Digitals Sp. Z O.o. |
Copywriter |
| Michał Wieladek |
The Digitals Sp. Z O.o. |
Art Director |
| Marcin Topolski |
The Digitals Sp. Z O.o. |
Art Director |
| Bartosz Krawczyński |
The Digitals Sp. Z O.o. |
Art Director |
| Bartosz Bartel |
The Digitals Sp. Z O.o. |
Programmer |
| Luiza Jaworska Jaworska Nogal |
The Digitals Sp. Z O.o. |
Strategy Director |
| Michał Sławinski |
The Digitals Sp. Z O.o |
Social Media Director |
| Mania Kostrzewska |
The Digitals Sp. Z O.o. |
Social Media Manager |
| Michał Plichta |
The Digitals Sp. Z O.o. |
Community Manager |
| Agata Szybilska |
The Digitals Sp. Z O.o. |
Client Service Director |
Creative Execution
A couple of days later...
We contacted Simon’s brothers and went to Ireland to meet them and talk about a prank surprise for their oldest brother. Simon never knew what was happening.
Nearly two weeks after Simon’s post the reunion was complete! Four brothers reunited in a Warka pub after two years of separation for a biggest party in their lifes.
A week later, docementary about this event went TV and online. We also started online activation thanks to which five more groups of mates won a reunion - just like Simon and his brothers!
The brothers reunion was the only activity of Warka in fourth quater of 2013. Due to our activation prefeence score increased up to 21%!
A documentary about the brothers reunion reach 6 000 000 viewers on national TV and 3 000 000 more on Facebook. 40 000 people took part in the contest and Warkas fanpage gain 15 000 more fans.
But for us, the biggest measuring of succes was Simons reaction and that bread smile when he saw his brothers.
Warka Consumers are young men who want to have fun with friends and get their fill of experiences before taking that final step into adulthood. Warka wants to establish a dialogue with them, to encourage groups of mates to get together and start things happening, to give them a reason to act.
The author of the idea? Life itself. Simon wrote a post about his brothers on Warka’s Facebook wall. He lives alone in Warsaw, while his brothers left the country to make a better living. Digging deeper, we discovered that this siuation is common among Poles, with two million people, mostly young men, leaving the country in search of work. So many broken bonds, and the only chance to share a beer is over Skype. Not the same as the real atmosphere of a Piwiarnia pub (Warka’s chain), over a real pint of Warka. So we decided to help.