STATUE JUST FOR LOVING BEER
| Title | STATUE JUST FOR LOVING BEER |
| Brand | NATAKHTARI BREWERY (EFES GEORGIA) |
| Product/Service | 34 |
| Category |
C01. 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 Brief
Launching in a saturated market (with 22 local and 25 foreign brands), where Georgians are extremely skeptical of local products, 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 to honour their devotion, and make 34 affordable and widely available to celebrate with the rest of the country.
Campaign Success
STEP 1 - Draw Interest - On 27.02.2015 34 launched in three exclusive shopping locations with stands bearing a shocking message - “For five days only - 34 Laris ($17) for one bottle”. Hidden webcams, special 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. STEP 2 - Reward Interest - After five days, the price unexpectedly went down to normal (1.90 Laris~$1) turning 34 from a product of mass interest into a product of mass consumption. That same day the first three customers revealed 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 that 34 was now affordable.
Describe the success of the promotion with both client and consumer including some quantifiable results
How we found and honoured our ideal customers touched the heart of every beer lover in the country. This memorable surprise got widely discussed on the Internet and the national TV, earning 34 instant popularity, respect (evidenced by positive comments) and 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 two days (the most viral video in Georgia that Spring). During STEP I of the launch campaign (27.02.15 - 03.02.15) we sold only 230 overpriced bottles. However, STEP II pushed 230% of the planned amount - roughly 25% of the total available beer supply in the first month. It took a completely unknown local brand a single month to sweep 12% of the entire beer market.
Explain why the method of promotion was most relevant to the product or service
34 - the first Georgian craft beer - is targeting local beer connoisseurs. To draw their attention, we simply made 34 really, really expensive. For five days 34 was sold in three exclusive locations on special stands with no further explanation but the unusual price tag - one bottle for 20 times more than its normal price. This strange offer not only stirred up a few conspiracy theories, but inspired the beer fanatics to instantly buy and taste the beer. To reward such unstoppable love of beer, we tracked first brave customers and crafted their personal statues, revealing them in the middle of the city (and online) as the price went down to normal. 230 overpriced bottles and new local landmarks sold 230% of the planned amount for the first month. It took 34 a single month to win 12% of the entire beer market.