Title	TAXI BEER
Brand	BRAUMANUFAKTUR FORSTHAUS TEMPLIN
Product/Service	TAXI BEER
Category	A01. Use of Promotional Events & Stunts
Entrant Company	DDB GROUP DÜSSELDORF, GERMANY
Advertising Agency	DDB GROUP GERMANY Berlin, GERMANY

Name	Company	Position
Eric Schoeffler	DDB Group Germany GmbH	Chief Creative Officer
Matthias Schmidt	DDB Group Germany GmbH	Executive Creative Director
Veit Moeller	DDB Group Germany GmbH	Creative Director
Jack Christensen/Thomas Bengston	DDB Group Germany GmbH	Art Direction
Thomas Bengston/Jack Christensen	DDB Group Germany GmbH	Copywriter
Ana Srepel/Anne Burkhard	DDB Group Germany GmbH	Account Manager
Sebastian Hudert	DDB Group Germany GmbH	Illustrator
Jens Mecking/Susi Schneider	DDB Group Germany GmbH	Agency Producer
Henri Harms/Sebastian Hudert/Lilli Langenheim	DDB Group Germany GmbH	Graphic Designer
Martin Wolf	Martin Wolf	Cinematographer
Friedmann		Composer
Martin Wolf	Martin Wolf	Post Production/Editor
Konradin Resa/Marc Kaufholz	DDB Group Germany GmbH	Screen Design
Florian Kruse	Slaughterhouse GmbH	Sound Design

The Brief

As a local brewery Braumanufaktur wanted to become more competitive in Berlin. But in a market flooded with craft beers and traditional beer advertising the problem was how to stand out.

Campaign Success

The campaign was relevant to both Braumanufaktur and the target audience because not only did it help to increase the number of people trying the beer for the first time it also helped to tackle a serious social problem that benefited customers. As beer drinkers were the main target, we needed an idea that would set Braumanfaktur apart from other beers on offer by providing customers with something that they could engage with and respond to while they were having a drink. This made bars and other places were people drink the perfect place to communicate with people. It also made beer bottles the perfect medium to deliver the message. To support the idea, beermats and posters were produced that told people where to find the beer and on a website you could learn more about the drivers, the Taxi Beer range and Braumanufaktur.

Describe the success of the promotion with both client and consumer including some quantifiable results

Describe the results in as much detail as possible. In the end Taxi Beer not only led to hundreds of safe journeys home, it made Braumanufaktur famous among beer drinkers.

Explain why the method of promotion was most relevant to the product or service

Rather than creating a traditional campaign that would get lost in a sea of beer advertising and also be less effective in garnering a response from both beer lovers and potential drink drivers, we created something that would allow people to engage with the brand a lot more. By communicating with people directly in a place where it would be most relevant: while they were out having a drink. Not only that but actually using the beer they were drinking to activate a response from customers. Taxi Beer was a promotion that gave people a message that they could respond to almost immediately. Throughout their evening they were reminded about both Braumanufaktur and also that maybe it's better not to risk drinking and driving and instead get a free ride home with one of our taxi drivers.