| Title | BEER FOR BREAKFAST |
| Brand | BLAUES KREUZ ZÜRICH |
| Product/Service | ORGANIZATION ENGAGED IN THE PREVENTION, TREATMENT AND AFTER CARE OF PROBLEMS REL |
| Category |
A03. Targeted Ambient Media: Small Scale |
|
Entrant Company
|
Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
|
|
Advertising Agency
|
Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
|
Credits
| Henrik Viertel |
Blaues Kreuz Zürich |
Head of Communications |
| Markus Gut |
Y/R Group Switzerland |
CCO |
| Dominik Oberwiler |
Y/R Group Switzerland |
ECD |
| Martin Stulz |
Y/R Group Switzerland |
CD |
| Olivia Gnani |
Y/R Group Switzerland |
AD |
| Renée Weber |
Y/R Group Switzerland |
Consultant |
Brief Explanation
Alcoholism is a disease that is often kept quiet about. We wanted to
activate people to talk about it and bring it into the open. The best way to
get people talking is humour. Key element was a paper cup of coffee,
designed to look like a glass of beer, with the URL of the client. Since
people actually paid for their coffee and carried it around, it reached
much more people than just the ones buying the coffee.
Creative Execution
During one week in October 2014, in the early morning hours several
non-alcoholic coffee bars in Zurich served their coffee to go in cups
looking like a glass of beer. The headline on the cups read: 'If you need
alcohol first thing in the morning, you need our help. www.bluecross.ch'
Results
The stunt generated so much PR in local media, that the website traffic of
the Blue Cross increased by 22.4%.