STATUE JUST FOR LOVING BEER
| Title | STATUE JUST FOR LOVING BEER |
| Brand | NATAKHTARI BREWERY (EFES GEORGIA) |
| Product/Service | 34 |
| Category |
B01. Fast Moving Consumer Goods |
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Entrant Company
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LEAVINGSTONE Tbilisi, REPUBLIC OF GEORGIA
|
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Advertising Agency
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LEAVINGSTONE Tbilisi, REPUBLIC OF GEORGIA
|
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Production Company
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FILM ASYLUM Tbilisi, REPUBLIC OF GEORGIA
|
Credits
| Levan Lepsveridze |
Leavingstone |
Creative Director |
| Giorgi Avaliani |
Leavingstone |
Creative Director |
| Ia Darakhvelidze |
Leavingstone |
Art Director |
| Giorgi Burchuladze |
Leavingstone |
Strategy Director |
| Natia Gogia |
Leavingstone |
Executive Producer |
| Giorgi Gordzamashvili |
Independent |
Sculptor |
| Valo Imerlishvili |
Independent |
Sculptor |
| Nikoloz Kakhniashvili |
Leavingstone |
Account Manager |
| Dito Dolidze |
Leavingstone |
Social Media Manager |
| Beka Raminishvili |
Leavingstone |
Social Media Manager |
| Guka Goliadze |
Film Asylum |
Director Of Photography |
| Temo Matcharadze |
Film Asylum |
Cameraman |
| Misha Gogichashvili |
Film Asylum |
Cameraman |
| Giorgi Qobalia |
Film Asylum |
Special Effects Computer Graphics |
| Saba Pruidze |
Film Asylum |
Editor |
| Tato Rusia |
Independent |
Sound Engineer |
The Campaign
Challenge: Launch 34 - the first local craft beer - in a highly saturated Georgian market, where local products are regarded as cheap and inferior. Objective: Show that 34 is for beer fanatics - special people who can appreciate its special taste. Strategy: Create an artificial monetary obstacle to find the real beer fanatics - those, who wouldn’t turn their backs to tasting of a new beer, even if it cost a fortune. After finding these people, reward their courage handsomely, and decrease the price of 34 turning a product of mass interest into a product of mass consumption. Execution: 34 launched with a shocking price tag in only three locations - 34 Laris a bottle (~$17, 20x real price). In five days, we tracked the first heroes to buy 34 and crafted their personal statues. Just as the price went down to an affordable level, we revealed new local landmarks to honor the uninhibited passion for beer, and the brave people who trusted us. Outcome: The unusual offer instantly stirred up a nationwide conversation about 34. As a follow-up the final memorable finale got discussed on the Internet and the national TV even more, touching the heart of every beer lover in the country. 230 overpriced bottles and three statues sold 230% of the planned amount for the first month. A completely unknown brand swept 12% of the entire beer market in a single month.
The Brief
Goal 1 - attract the most devoted beer lovers by making 34 very expensive. Without any additional promotion, make the unusual price of locally produced beer speak for itself, stir up public conversation and draw interest. Goal 2 - turn 34 from a product of mass interest into a product of mass consumption. Make an exclusive drink affordable and widely available, but reward the first customers handsomely to show that we truly appreciate those who can appreciate our beer.
Execution
STAGE 1 - Draw Interest - On 27.02.2015 34 launched in three exclusive shopping locations with stands bearing shocking message - “For five days only - 34 Laris ($17) for one bottle”. Hidden webcams, special promo codes and a curious sales force helped us track every brave customer. We used this information to craft personal statues for the first three heroes to buy 34. STAGE 2 - Reward Interest - After five days, the price unexpectedly went down to normal (1.90 Laris) turning 34 from a product of mass interest into a product of mass consumption. That same day the first three customers unveiled their own statues in the middle of the city as a total surprise. The rest of the first 230 beer pioneers were awarded 34 bottles of 34 each. YouTube video told the story of new local landmarks and let everyone know 34 was now affordable.
This memorable surprise got widely discussed on the Internet and the national TV, earning 34 the name of “the most valuable beer in Georgia”. The story was covered by more than 34 publications (majority of the Georgian media), and its video version we posted right after the opening ceremonies got around 174’000 views on YouTube in first days (the most viral video in Georgia this year so far). Local marketing experts hailed the campaign as "the most innovative beer marketing effort in last 20 years." During STEP 1 of the launch campaign (27.02.15 - 03.02.15) we sold only 230 overpriced bottles. However, STEP 2 pushed 230% of the planned amount - roughly 25% of the total available beer supply was gone in the first month (March 2015). It took a completely unknown local brand a single month to sweep away 12% of the entire beer market.
The Strategy
34 targets a very specific audience: 1) Beer Experts - sensitive about beer quality and taste. 2) Early Adopters - try new experiences before others. We made 34 very expensive to find real beer fanatics - people, who would trust a new local beer and pay the huge price. We’d turn these brave beer lovers into national heroes in the most public manner possible - put up their statues in the middle of their hometown, and to share the most exclusive beer with the rest of the country - make 34 affordable for everyone. The story of statues would get immediate interest from the media, giving us a push into news, and 34 - a memorable origin story.