Title | RESPONSIBILY THE BEER |
Brand | UBREW |
Product/Service | BEER |
Category |
E03. Launch / Re-launch |
Entrant
|
McCANN WORLDGROUP Milan, ITALY
|
Idea Creation
|
McCANN WORLDGROUP Milan, ITALY
|
Media Placement
|
McCANN WORLDGROUP Milan, ITALY
|
PR
|
McCANN WORLDGROUP Milan, ITALY
|
Production
|
McCANN WORLDGROUP Milan, ITALY
|
Credits
Alessandro Sabini |
McCann Worldgroup Italy |
Chief Creative Officer |
Stefano Pozzo |
MRM//McCann |
CEO |
Sherry Eoin |
McCann Worldgroup Italy |
Art Director |
Adrian Botan |
McCann Worldgroup EMEA |
Global Executive Creative Director |
Davide Gonzato |
MRM//McCann |
Digital Client Group |
Michele Virgilio |
McCann Worldgroup Italy |
Head of Production |
Michele Romani |
McCann Worldgroup Italy |
Art Director |
Carmen Bristrian |
McCann Worldgroup EMEA |
Creative Excellence Manager |
Giorgia Raffaelli |
MRM//McCann |
Digital Art Director |
Cher Brighton |
Craft London |
Producer |
Marina Guarino |
MRM//McCann |
Digital Project Manager |
Elia Morra |
MRM//McCann |
Digital Content |
Sergio Lopez |
McCann Worlgroup EMEA |
Head of Integrated Production/EMEA |
Sam White |
Craft London |
Director |
Francis Harris |
Craft London |
Editor |
Martino Benvenuti |
Think Cattleya |
Executive Producer |
Umberto Carteni |
Think Cattleya |
Director |
Alessandro Pavoni |
Think Cattleya |
Director Of Ohotography |
Maddalena Crespi |
Think Cattleya |
Assistant producer |
Niccolò Braggion |
Think Cattleya |
Editor |
Ferdinando Arno |
Quite Please |
CEO |
Stefano Campo Antico |
Docartist |
Photographer |
Fabio Nobili |
Rapport Italy |
Manager Director |
Gennaro Palma |
Universal McCann |
Digital Business Director |
The Campaign
We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask
you to drink. Taking advantage of the other beer brands that always end their communications with a "drink
responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create
empathy between the brand and the people.
Creative Execution
The concept of this campaign came to life on several channels starting on 26 April 2017, the date when the first
OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and
off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla,
direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls,
social channels, influencers and digital PR activation
Results
The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps
on stimulating conversations and positive comments from both consumers and industry employees
Because it's a direct campaign targeting all other beer brands by taking advantage of the line "drink
responsibly" that is itself a direct message. It's a direct "attack" to big beer brands by hijacking
their own advertising.
Our strategy was to take advantage of the content produced on social media channels by big beer brands. We
entered inside all of their public conversations that promoted the concept of "drink responsibly" (through
hashtags and keywords) and used their voices to create awareness and buzz about our brand. This is how we
reached our double goals: on one hand, using other beer brands by stimulating their interaction with us to generate
free media, and on the other hand stimulate consumers / users to promote the launch of this new product.