Title	SOPRONI GOOD DEED
Brand	HEINEKEN
Product/Service	SOPRONI BEER
Category	D01. Integrated Campaign led by PR
Entrant Company	ACG ADVERTISING AGENCY Budapest, HUNGARY
Advertising Agency	ACG ADVERTISING AGENCY Budapest, HUNGARY

Name	Company	Position
Laszlo Nagy	Acg Advertising Agency	Creative Director
Peter Tarjan	Acg Advertising Agency	Senior Art Director
Kornel Balazs	Acg Advertising Agency	Senior Copywriter
Gergely Angyal	Acg Advertising Agency	Agency Producer
Sara Szalai	Acg Advertising Agency	Group Account Director

The Campaign

Hungary is one of the most pessimistic nations in the world. That’s why Soproni, the leading local beer brand decided to stand for optimism and made its strategic mission to encourage people to think and act more positively. In summertime, when other beers are promoting their brands by offering lower prices and lots of prizes Soproni decided not to follow the beer market summer promotion traditions but do something completely different and launched the Good Deed Program, a nationwide charity movement supporting unemployed people. With every pint of Soproni consumers donated the Good Deed Program by HUF 10, making them feel to act together with the whole community for a good cause.

The Brief

Our goal was to raise attention to the problem, and make customers support that good deed so as to prove that together we can make a change - in the minds, and in the hearts as well once we start thinking of unemployed people as jobseekers.

Execution

Phase 1: TVC, online ads, OOH Phase 2, 3: We launched a call center offering free and non stop professional support for unemployed, - Beer mats were used to promote the phone number of the call center. - Amini series with 4 documentary episodes run on TV for a month portraying 4 jobseekers using the support of the Good Deed Program. - Jobseeker offices were opened in 4 major cities providing trainings for singles and groups. - ’Jobseekers’ Day’ roadshow at 10 locations countrywide. - A beer festival in Szolnok, Heineken Hungaria offered the collected donation to the Good Deed Program and opened another office in the city, the festival program was covered by a TVC. - Microsite launch under soproni.hu. - Jobseeker Trial offering a chance for uneployed to test their knowledge and skills regarding their attitude, and preparing them for a successful jobseeking; after the tests they were offered personalized advice, and the Jobseeker Trial was optiomized fop iPads, so we were able to use it at the roadshows. - Jobpedia was launched, he first interactive surface collecting all the useful info for jobseekers, the Jobpedia was promoted by a banner campaign. - A press conference featuring an escape room, once the journalist could answer the jobseeking questions, they coulD escape the room.

The campaign became a real summer hit. Soproni sold nearly 2 million glasses of beer in two months, collecting 330 000 EUR in donations and generated 12 million media impressions. The accumulated sum was used in a tangible way all over the country: to help the unemployed participants prepare for a job interview with trainings, job fairs, professional advisory and gave every kind of support to integrate them back to the world of labour. With the help of the programme we could activate jobseekers and with the thorough study of the topic at the same time we contributed to the fact, that the majority of the society should think different about joblessness. Not to think of their peers as unemployed people, but as jobseekers. With the unique summer activation Soproni proved that together we can do more for solving social issues.

The Strategy

Soproni decided to ask consumers to co-operate, and support the cause of their fellow citizens without work. Consumers could donate the Soproni Good Deed Program by purchasing draught Soproni beers, 10 HUF per glass, and the collected sum was spent on a professional full scale support for jobseekers. The integrated campaign started with a TV ad, which showed us a couple of life situations when the individual needed the help of the community. Parallel to his we presented the Soproni Good Deed programme. We launched a microsite where visitors could follow the actual stand of the fundraising. We placed a building net on one of Budapest’s busy squares, where a huge display showed the actual sum. We launched the jobpedia.hu site, where we answered all the important questions of the jobseekers. We shot mini report films about successful job seekers where they could share their advices, experiences with the viewers.