| Title | BOARDING BEER |
| Brand | BRAUKUNST BERLIN |
| Product/Service | BRLO BOARDING BEER |
| Category |
A01. Fast Moving Consumer Goods |
|
Entrant
|
SERVICEPLAN CAMPAIGN 3 Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN CAMPAIGN 3 Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan Gruppe für innovative Kommunikation GmbH & Co. KG |
Chief Creative Officer |
| Christoph Everke |
Serviceplan Campaign 3 GmbH |
Executive Creative Director |
| Korbinian Schmidt |
Serviceplan Campaign 3 GmbH |
Copywriter |
| Silvia Kirchknopf |
Serviceplan Campaign 3 GmbH |
Senior Art Director |
| Ferdinand Ritter Kempski von Rakoszyn |
Serviceplan Campaign 3 GmbH |
Account Management |
| Katharina Hanel |
Serviceplan Campaign 3 GmbH |
Senior Art Director |
| Jonas Menze |
Serviceplan Camapaign 3 GmbH |
Junior Art Director |
The Campaign
We developed a limited edition of BRLO Pale Ale: We filled it in 100ml swing top bottles and printed individual Boarding Passes on the bottom of the bottles.
So our fans not only could get easily through airport security with BRLO: they also had a very Berlin like, individual Boarding Pass.
Campaign Success
We announced the one-time promotion on our Instagram page.
To get the Boarding Beer, our fans just had to send us their boarding pass. We printed it on transparent labels and put those on the bottle.
Each bottle was individually handfilled and sealed. We packed the bottles in transparent and re-sealable plastic bags as required by airport security restrictions.
A bike courier delivered the Boarding Beer to them right before take-off.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our fans were excited: The limited edition was finished after 48 hours.
The promotion was shared on facebook by the most important craftbeer sites, experts, bars and the world-renowned brewing university in Weihenstephan near Munich.
Explain why the method of promotion was most relevant to the product or service
The work is relevant for this category because it uses a packaging for beer, which encourages fans to use it in a new and never seen before way, which is exciting and funny.
BRLO fans are mostly young and urban, they deeply love their neighborhood („Kiez“) in Berlin but also are cosmopolitan and keen on travelling. With the boarding beer, we made a promo which easily connects with their general attitude of not taking rules too seriously, being ironic about everything and being proud of Berlin.
The 100ml swing top bottles represent this spirit at first sight: Our fans could put their boarding beer bottle on the ticket scanner, instead of a mobile phone or a printed ticket. So BRLO Boarding Beer allowed them to express their individuality in a smooth and funny way by using our product.