| Title | FREE BEER FOREVER |
| Brand | BEER POINT |
| Product/Service | PUB BEER POINT |
| Category |
B05. Use of Outdoor |
|
Entrant
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KINOGRAF Kiev, UKRAINE
|
|
Idea Creation
|
KINOGRAF Kiev, UKRAINE
|
|
PR
|
KINOGRAF Kiev, UKRAINE
|
|
Production
|
KINOGRAF Kiev, UKRAINE
|
Credits
| Olga Kokoshko |
Kinograf |
Strategy director |
| Oleh Kyselytsia |
Kinograf |
Creative Director |
| Vitaliy Kokosko |
Kinograf |
Owner |
The Campaign
Since we could not tell anything new about Beer Point Pub, we decided to talk about the main Ukrainian achievement of 2017.
Ukraine has been seeking a closer integration with Europe. On June 11, 2017, members of the European Parliament voted for visa-free travel for Ukrainians. Essentially, this erases borders.
Beer Point showed the gratitude on behalf of Ukrainians and promised to serve free beer for a lifetime to 750 MEPs!
Creative Execution
The approach was to get loud in Ukraine by creating OOH in Brussels.
OOH was the only channel for the campaign. 5 citylights were used for one week.
The excellent timing helped us to be mentioned in almost each Ukraine media.
Our campaign was well received among the European Parliament members, who spoke highly about the initiative and were willing to participate. The hospitable pub was an instant hit with the Ukrainian media, gaining 150 mentions on the first day along with a live stream from Brussels! The news has been shared over 1,000 times and received 75K+ likes in a day. Ukrainians were proud of the gratitude shown by the small pub over the visa-free travel on behalf of the country!
Our work is relevant for Media because it has an unusual approach.
We advertise a little Ukrainian pub in Brussels. Our OOH is 2 000 kilometers far from the Beer Point pub.
Insights, Strategy and the Idea
The client had extremely small budget for media - less than 2 000$.
Our media strategy was to reach MEPs, so we have carefully chosen the best locations near the European Parliament.
MEPs were not the primary audience but they helped us to reach people that we needed.
The target audience of the campaign were modern Ukrainians in Kyiv. They care lot about European integration of their country.
They read news every day and discuss it.