KLINSKOE BEER AND GETT TAXI COOPERATION FOR RESPONSIBLE DRINKING
| Title | KLINSKOE BEER AND GETT TAXI COOPERATION FOR RESPONSIBLE DRINKING |
| Brand | AB INBEV |
| Product/Service | KLINSKOE (BEER) |
| Category |
D02. Sponsorship & Partnerships |
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Entrant
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AB INBEV Moscow, RUSSIA
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Idea Creation
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AB INBEV Moscow, RUSSIA
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Idea Creation 2
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GETT TAXI Moscow, RUSSIA
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Additional Company
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ADWATCH ISOBAR Moscow, RUSSIA
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Additional Company 2
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WHYNOT Moscow, RUSSIA
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Additional Company 3
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DELUXE INTERACTIVE Moscow, RUSSIA
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Credits
| Andrey Donov |
Adwatch |
Creative Group Head |
The Campaign
Two big brands in Russia (Klinskoe and GETT Taxi) came up with an idea that through their collaboration they can transform consumers behavior and urge them into using taxi instead of driving drunk.
Klinskoe – is one of the biggest and most popular beer brands in Russia with almost 8 mln consumers a year and hundreds of millions bottles and cans sold. Its distribution can convey the message to vast number of people through its packaging. Gett – is a fast developing taxi service app with an aim to enter even more cities by the end of 2016 (+ 50 ?ties) . Together the brands can grand consumers an enjoyable and comfortable ride home after their parties. And users can find out about that right during the party drinking beer with friends.
Campaign Success
We cover 17 cities with more than 30 mln cans and bottles. This means that potentially 30 mln people can avoid drunk driving and save only positive memories about parties.
Co-promo takes place starting from September 2016 till Spring 2017
Describe the success of the promotion with both client and consumer including some quantifiable results
More then 30 cities taking part in campaign
More then 30 mln cans and bottles are coded
Campaign is still on air
Explain why the method of promotion was most relevant to the product or service
Co-promo mechanics between Klinskoe & GETT supporting responsible drinking behavior
TA All 18-25
We place a special promo code on the limited edition packaging. Consumers can enter this code into the Gett App and get 300 RUB for the first taxi ride.