| Title | BEEREMOJI |
| Brand | VLAM |
| Product/Service | BELGIAN BEERS |
| Category |
C03. Messaging Campaign |
|
Entrant
|
DDB BRUSSELS, BELGIUM
|
|
Idea Creation
|
DDB BRUSSELS, BELGIUM
|
Credits
| Renaud Goossens |
DDB Brussels |
Digital Producer |
| Peter Ampe |
DDB Brussels |
Executive Creative Director |
| Kirsten Vanderbeke |
DDB Brussels |
Account Manager |
| Lotte Eeckhout |
DDB Brussels |
Account Executive |
| Sven Verfaille |
DDB Brussels |
Des |
| Marlene Wautot |
DDB Brussels |
Design |
| Francis Lippens |
DDB Brussels |
Account Director |
| Silke Beurms |
DDB Brussels |
Creative |
| Tom Meijer |
DDB Brussels |
Creative |
| Christophe Caron |
Pickles Communication |
Designer |
| Niel Deckx |
Nieldeckx.be |
iOS Developer |
| Odin Saillé |
DDB Brussels |
Creative Director |
The Campaign
Every Belgian should be able to express themselves through their favourite beer. That's why we created the Belgian Beeremojis. We gave 60 famous Belgian beers their own emoji. Giving everyone the chance to propose a digital toast with their favourite Belgian beer.
Creative Execution
In order to make it work we developed a custom keyboard both available on iOS & Android. Our image-based keyboard enabled people to easily exchange beer emojis with anyone (with or without the keyboard installed). As soon as iOS 10 came out together with its iMessage store, we released the updated version of Beer Emojis.
Apparently not just Belgium, but the whole world was waiting for Belgian Beeremojis.
> 1 press article pushed the app to #1 in the App Store for 2 days and landed 76.000 downloads.
> It was not only downloaded by Belgians but by Belgian beer lovers across the globe. 37% of the downloads were foreign.
> We had a potential global reach of 26.962.024.300. That's not a typing mistake. Source: Talkwalker
> Influential articles were written by every major Belgian newspaper and there was global coverage and mentions made in the general press.
> More breweries wanted their beer added to the emojis and a second Belgian Beer Emoji wave was released doubling the number of emojis in the app.
Instead of pushing through traditional communication we wanted to use a different approach this time.
People talk about beers all the time, but especially when arranging to get a drink of course. And that's why we wanted to be there where the action happens. Right between all the other emoji's which are so popular. By adding the Belgian Beeremojis people instantly got a wide array of emojis to their disposal. Making arrangements for drinks were never this specific.