| Title | THE TAPWRITER |
| Brand | MOLSONCOORS/BERGENBIER ROMANIA |
| Product/Service | STAROPRAMEN |
| Category |
A03. Use of Exhibitions and Installations |
|
Entrant Company
|
FCB BUCHAREST, ROMANIA
|
|
Advertising Agency
|
FCB BUCHAREST, ROMANIA
|
Credits
| Dragos Raicu |
Fcb Bucharest |
Copywriter |
| Alex Tigoianu |
Fcb Bucharest |
Copywriter |
| Emanuel Borcescu |
Fcb Bucharest |
Copywriter |
| Oana Mita |
Fcb Bucharest |
Account Manager |
| Diana Minculescu |
Fcb Bucharest |
Account Executive |
| Sorina Borcescu |
Fcb Bucharest |
Client Service Director |
| Claudiu Dobrita |
Fcb Bucharest |
Creative Director |
| Marian Csosz |
Fcb Bucharest |
Agency Producer |
| Alex Puiu |
Fcb Bucharest |
BTL |
The Brief
To do that, we’ve combined a real typewriter with a draft machine. Here comes Tapwriter, the world’s first type-controlled draft.
For each piece of writing, the author gets a free beer poured while typing. As inspiration pours out of you, well-deserved beer fills the glass.
Campaign Success
We’ve presented Staropramen Tapwriter at major festivals where writing enthusiasts were most likely to be found: BookFest, the biggest book fair in Romania, Sibiu International Theatre Festival, Jazz in the Park and Undercloud Festival of Independent Theatre. One by one the blank pages were filled with stories and poems as people shared theirs in the hundreds.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thanks to the Tapwriter, the number of daily people who visited the Staropramen lounge increased by 330% compared to any other event.
Finally, all the writings were gathered as Staropramen decided to give the honors to their authors: all the stories are printed on beer coasters and introduced with each beer ordered henceforth.
While some drink to write, Staro proved that doing it the other way around is more productive and fun.
Explain why the method of promotion was most relevant to the product or service
STAROPRAMEN. The Czech beer that asked more from beer itself.
Addressing an audience a little more sophisticated, it speaks to people who spend their time enjoying quality experiences such as theater, jazz music, fine cinema and literature.
That is why this summer we’ve thrown at them the biggest challenge an aspiring artist could face: the blank page.