Title	BECK'S CAPCAM
Brand	ANHEUSER-BUSCH INBEV
Product/Service	BECK'S BEER
Category	C02. Use of Mobile
Entrant	BBDO GROUP GERMANY Düsseldorf, GERMANY
Idea Creation	BBDO GROUP GERMANY Düsseldorf, GERMANY
Production	CRAFTWORK Düsseldorf, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Darren Richardson	BBDO Düsseldorf GmbH	Chief Creative Officer / Executive Creative Director
Kristoffer Heilemann	BBDO Düsseldorf GmbH	Creative Managing Director
Anno Thenenbach, Jörg Tavidde, Fabian Pensel	BBDO Düsseldorf GmbH	Creative Director
Tobias von Aesch	Proximity Worldwide GmbH	Senior Art Director
Christian Sander	BBDO Düsseldorf GmbH	Art Director
Ramón Scheffer	BBDO Düsseldorf GmbH	Copywriter
Holger Bengel	BBDO Düsseldorf GmbH	Managing Director
Pascal Vrinssen	BBDO Düsseldorf GmbH	Group Account Director
Steffen Ott	BBDO Düsseldorf	Senior Account Manager
Bernhard Burg	BBDO Düsseldorf GmbH	Director Print Production
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer
-	CraftWork - a brand of ad agencyservices GmbH	Post Production Company
Michael Koch, Sarah Asic	CraftWork - a brand of ad agencyservices GmbH	Producer
Kai Thorarensen	CraftWork - a brand of ad agencyservices GmbH	Director of Photography / Editor
Kevin Krefta	CraftWork - a brand of ad agencyservices GmbH	Editor
-	Gravierend	Production Capcam
Till Esser	Gravierend	Producer
-	nhb Ton	Audio Production House
Verena Beck	nhb Ton	Producer
Markus Fink	nhb Ton	Sound Engineer

The Campaign

The creative idea behind the Beck’s CAPCAM is based on the insight that even though our lives happen in 360°, our smartphone videos don’t. They never capture the whole story but rather small pieces of it. We wanted to offer a solution to solve this problem and invite people to capture more of their Beck’s experiences to share these moments with even more people. The CAPCAM is part of a special edition that delivers both, an engaging gadget that is easy to use and fun to interact with and at the same time, due to its innovative technology, offers a piece of shareable content that we used as a direct response element. All that in the spirit of Beck’s: Just like the brand brings people together in our lives, they now do it in our videos. With a 360° angle that captures everything around us instead of just small pieces.

Creative Execution

The CAPCAM was part of a special edition that combined innovative technology and relationship building strategies. The goal was to create a device that attracts peoples attention and gives them an opportunity to create content themselves that is unique and by that worth sharing. The device was attached directly to the bottle due to a magnetic layer on the lower side. As soon as people took off this layer, the CAPCAM was ready to go. Mirrors on the inside extended the camera to a 360° angle once the CAPCAM was attached to a smartphone. Now people were able to capture their lives like they happen: in 360°. The whole action was part of an online raffle that invited people to upload their 360° videos

Results

The CAPCAM is strongly attached to the brands’ spirit of living in the moment and sharing fun experiences with your friends. It proves once more that Beck’s is an engaging brand that is always looking for new ways to bring people together. In our lives as well as in our videos. The consumer gets an innovative tool that comes with a clear benefit and offers them a new way of capturing the fun moments in their lives. They are finally able to capture the most exciting moments the way they really are – in 360°. Since the CAPCAM was part of an online raffle, we recorded significant amounts of social media activity throughout the brands’ web presence and highly positive feedback.

The Beck’s CAPCAM is a relationship building idea that is based on the brands’ spirit of bringing people together. Since the CAPCAM was part of an online raffle, we received direct responses and created a strong call to action by inviting people to upload their CAPCAM videos to our social media platforms.

Since Beck’s is an engaging, socializing brand that always brought people together in our lives it is strongly relevant to create a gadget that invites people to celebrate these moments even more. The choice of creating a technical device to use with a smartphone is based on the pursuit of creating user generated social media content. The CAPCAM is easy to use, fun to interact with, an attractive incentive for people to take part in an online raffle and creates lots of unique social media content that works as direct relationship building actions. The CAPCAM focuses on a target group of open minded and highly socialised individuals who are always interested in new technology and social media content. The approach was to give them a device that they can use to capture the moments that are strongly attached to the product and invite them to share these on social media.