Title	THE GERMAN PRIZES EXPEDITION
Brand	BECK'S/BEGENBIER
Product/Service	BEER
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
Entrant Company	LOWE & PARTNERS Bucharest, ROMANIA
Advertising Agency	LOWE & PARTNERS Bucharest, ROMANIA
Media Agency	INITIATIVE Bucharest, ROMANIA

Name	Company	Position
Andrei Munteanu	Lowe/Partners	Senior Copywriter
Victor Oprisan	Lowe/Partners	Senior Artdirector
Manuela Gogu	Lowe/Partners	Creative Director
Corina Angearu	Lowe/Partners	Account Manager
Andreea Dinescu	Initiative	Client Service Director
Ruxandra Stefan	Initiative	Strategy Director
Silvia Zbarcea	Initiative	Head Of Unit/Account Director
Adriana Ciobanu	Initiative	Senior Media Planner
Cosmin Otel	Initiative	Digital Strategy Director
Andreea Daniel	Mobile Works	Account Manager
Ruxandra Oprea	Mobile Works	Account Executive
Ionut Andrei	V8 Interactive	Executive Director
Ramona Stanciuc	V8 Interactive	Account Manager
Cristina Cenuse	Lowe/Partners	Btl Director
Ilinca Nanoveanu	Lowe/Partners	Audio/Video Producer
Lavinia Mitran	Initiative	Digital Planner
Tudor Iacob	Initiative	Ooh Buyer
Mihai Bonca	Bergenbier S.A.	Marketing Manager
Ecaterina Stefan	Bergenbier S.A.	Brand Manager
Mihai Prisacariu	Bergenbier S.A.	Junior Brand Manager

The Brief

The Romanian beer market downgraded constantly affecting dramatically premium brands, which kept losing volumes due to down trading. Our challenge was to help Beck’s regain the volume target responsible with over 80% of its seasonal sales through a promotion. Quite tricky, because the latest global platforms alienated volume targets through a rather niched - less rational, more lifestyle communication approach. In order to achieve our goal we needed to go back to rational. Restate Germanity as the main brand asset while creating a natural bridge with the latest platforms. The success would be measured in sales, subscriptions and brand perception.

Describe how the promotion developed from concept to implementation

We planned to put German back in Beck’s using the summer national promotion as an image vector and wrapped it into a 360 concept that would restate Beck’s German origins. The German Prizes Expedition made the ultimate proof that Beck’s is the epitome of German quality by bringing our prizes from Germany, on the Danube. Hidden in 4 mysterious containers, on a barge, the prizes left Regensburg and travelled 7 countries in a week live adventure unrolled under the eyes of a nation. The trip was the epitome of Germanity; there was no mass media not to cover it.

Describe the success of the promotion with both client and consumer including some quantifiable results

Beck's sales increased with 36% We doubled the subscriptions in the promotion ; 569.878 versus 284.046 in 2013 Visits on facebook increased 10 times compared to 2013 (138.806 versus 12.584) The beck’s website tripled its traffic reaching a record 1.200.000 views We made it relevant for the volume target: 80,9% of the volume target was exposed at least to one broadcast of the Danube adventure (TV); 39,2% heard one radio broadcast, 15,1% read about in the press; Perception indicators positioning Beck's as a German quality brand increased with +3.4pp (GFK) *Time references (August/ September 2014 versus August/ September 2013)

Explain why the method of promotion was most relevant to the product or service

Springing in Germany and flowing into the Black Sea, Danube is that infallible connection between the 2 countries! Romanians watched the German adventure live, played games and interacted with the crew while buying beer to win prizes; A real time contents platform was hosted on Beck’s website & Facebook page; TV reportages brodcasted the adventure on a daily basis; Radios & newspapers hosted contests; Real-size shipping trunks were installed in top Romanian cities to tease the prizes; Souvenirs from the capitals we crossed were offered on the way The big reveal of the prizes in Giurgiu Port was a hit