| Title | THE ASMR EAR BEER |
| Brand | SPENDRUPS |
| Product/Service | NORRLANDS GULD |
| Category |
A03. Augmented Mobile Experience |
|
Entrant
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ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
PR
|
FLB EUROPE Stockholm, SWEDEN
|
Credits
| Magnus Jakobsson |
Åkestam Holst |
Creative Director |
| Adam Reuterskiöld |
Åkestam Holst |
Copywriter |
| Joakim Khoury |
Åkestam Holst |
Art Director |
| Fredrik Burman |
Åkestam Holst |
Account Director |
| Simon Stefansson |
Åkestam Holst |
Planner |
| Katarina Söderholm |
Åkestam Holst |
Account Manager |
| Elias Awada |
Åkestam Holst |
Graphic Design |
| Eric Karlsson |
Åkestam Holst |
Motion Designer |
| Ebba Lindqvist |
Sony ATV |
PR Music |
| Stefan Garvander |
Spendrups |
Advertiser's Supervisor |
| Stefan Santos |
Spendrups |
Advertiser's Supervisor |
The Campaign
Imagine a world where you can´t drink beer whenever you want, well basically the world we all live in. You can´t drink beer while working, or driving, or on the subway or swimming . . . or jogging. . . The list can go on forever. That´s why we decided to make it possible to enjoy beer with your ears. And make that experience as close as possible to the feeling of actually drinking it.
Creative Execution
By using the sound technology ASMR, Autonomous Sensory Meridian Response, we created an enjoyment for your ears that equals the enjoyment your mouth experiences when drinking our beer. ASMR is also know as ”brain orgasm” and is basically sounds that make you feel good. The sensation begins 'on the scalp’ and as intensity increases, moving 'down the spine’.
We simply made a beer for your ear.
Our Ear Beer was launched on Spotify, Youtube and Apple Music, and even on limited edition vinyl. It also featured remixes by some of Europes most popular Djs like Lindstrœm, Kelly Lee Owens and Harald Bjork. The Ear Beer-initiative premiered at Swedens largest music festival, Way Out West in a unique glass beer house aswell as on our day- and after parties at one of the biggest hotels where they could enjoy and get beergasms in the elevator aswell as besides the dance floor.
The Swedish alcohol market is regulated and it’s hard to influence sales when you can’t control either distribution or in store sales promotion as everything is run from the state. Yet during June and July we saw a big sales impact: NGL grew +434,5% above the lager category. And they even outgrew one of the biggest brands Carlsberg Export by +227% who, by their European football championship sponsorship, had invested heavily in marketing. Their Carlsberg Hof Organic saw decreasing sales by -17% while NGL grew by +26,1%.
The estimated reach of the editorial articles was over 8 million – huge with limited resources. Both of the two Swedish biggest dailies wrote about the initiative and even nationwide public service radio (who can’t promote products commercially) did a piece about our ASMR project.
With a limited media budget we had to twist our minds to get in front of the target audience. The first decision was where and how we could make an impact. We decided to focus our resources around one of Swedens biggest music festivals: Way out West – where a big part of the younger communities meet. There’s a huge build up of interest and content before, during and after the event that we wanted to leverage.
Our approach was to use the attention around the festival to get people to interact and engage with the brand by helping consumers getting closer to music. One thing that’s really missing in events like this is places to relax: it’s always crowded and loud noises everywhere. We wanted to create an oasis for relaxation. We found it inside our product Norrlands Guld Ljus (NGL).