CYBEER BAR - POUR BEER WITH YOUR PHONE
Title | CYBEER BAR - POUR BEER WITH YOUR PHONE |
Brand | NATAKHTARI BREWERY (EFES GEORGIA) |
Product/Service | NATAKHTARI BREWERY |
Category |
A11. Overall Aesthetic Design/Best Practice |
Entrant Company
|
LEAVINGSTONE Tbilisi, REPUBLIC OF GEORGIA
|
Advertising Agency
|
LEAVINGSTONE Tbilisi, REPUBLIC OF GEORGIA
|
Credits
Levan Lepsveridze |
Leavingstone |
Creative Director |
Giorgi Avaliani |
Leavingstone |
Creative Director |
Nick Kumbari |
Leavingstone |
Art Director |
Anano Martsvaladze |
Leavingstone |
Illustrator |
Goga Chinchaladze |
Leavingstone |
Programmer |
Mariam Surmava |
Leavingstone |
Project Manager |
Giorgi Chilaia |
Leavingstone |
Copywriter |
Giorgi Burchuladze |
Leavingstone |
Strategy Director |
Creative Execution
Simply, go to the our microsite on both devices (without any extra apps, or QR codes), rotate the phone and start pouring the virtual beer. You have to keep your hand steady, to make sure you don't spill a drop. As soon as the glass is full, the website reveals an eye-opening message - "You have a phone in your hand! Instead of this nonsense, you could call your real friend and have some real beer!" To make things easier "wanna go out for a beer?" text message pops up on your phone, just enter a number and hit send.
Technological innovation effectively attracted social media addicts just to push them back to enjoying real life. The campaign revitalised the emotional bond between a growing part of the target audience and a mainstream brand that reached out into non-traditional channels. So far our website has revived more than 40'000 true friendships worldwide. Initially intended only for the Georgian market, half of the website traffic comes from the overseas. Cybeer Bar remains the only place in today’s Internet where pouring fake beer will help you keep your friendship real.
P.S. http://sheav.se means "fill it up" in Georgian.
Natakhtari Beer cares about friends - the local brand positions itself as the ultimate fuel for true friendship all over the country. However, recent technological developments seem to have affected behaviour of the target audience, they pose a threat to friendship, as they keep Georgians glued to their phones instead of having fun with their buddies.
To tear people away from their tiny screens and bring them together with their friends in real life, we decided to reach them where it hurts most - their tiny screens. We created yet another way to waste time on the web - a website where you can pour beer for a friend on Facebook with your smartphone. The state-of-the-art tech gives you an accurate beer-pouring experience through technology, and as the glass is full, website reminds you that you could just call your friends and have some beer, instead of wasting time here.