Title	FLYING HAMMOCK
Brand	NATAKHTARI BREWERY
Product/Service	NATAKHTARI LIGHT
Category	C02. Use of Social in a PR campaign
Entrant	LEAVINGSTONE Tbilisi, GEORGIA
Idea Creation	LEAVINGSTONE Tbilisi, GEORGIA
Production	FOURK GROUP Tbilisi, GEORGIA

Name	Company	Position
Levan Lepsveridze	Leavingstone	Chief Creative Officer
Sophia Antidze	Leavingstone	Art Director
Beqa Adamashvili	Leavingstone	Copywriter
Natia Gogia	Leavingstone	Account Director
Mariam Menteshashvili	Leavingstone	Creative Project Manager
Meli Bagdavadze	Leavingstone	Executive Producer
Keta Zhorzholiani	Leavingstone	Graphic Designer
Giorgi Chikhradze	Leavingstone	Creative
Sandro Laliashvili	Leavingstone	Creative
Irakli Takaishvili	Leavingstone	Creative
Jørg Skorobogatov	Leavingstone	Designer
Copter.ge	Copter.ge	Supplier
Irakli Solomonishvili (Pitha)	Freelancer	Cameraman
Gigi Jikia	Freelancer	Editor
Irakli Cheishvili	Freelancer	CGI
Nuki Bagdavadze	Freelancer	Location Scout
Sandro Gabilaia	Freelancer	VO Artist
Saba Pruidze	Freelancer	Editor
Gepra	Gepra	Pr Company
Givi Maghradze	Freelancer	Also thanks to
Ucha Abashidze	Freelancer	Also Thanks to
Tornike Karchkhadze	Freelancer	Also Thanks to
Gia Jajanidze	Freelancer	Also Thanks to

The Campaign

We simply set an uplifting example for everyone to see and believe in. We decided to stage a public stunt to engage an entire country and help people cheer up a bit. A man in the hammock is a true Georgian symbol of having no worries. We gave a new life to the legend by making it fly with a simple, surreal solution - hang it on a drone.

Execution

We suspended a hammock on a drone and flew over the largest cities of Georgia. A mannequin in the hammock was engineered to relax and sip on a bottle of beer. Bystanders thought the stunt was for real, started taking videos and photos. By the next morning an authentic video shot by one of the eyewitnesses had up to 1.5 million views in Georgia and was already a global sensation - getting covered by a number of international media sources. Following the buzz, we stepped in with all the media channels to reveal the brand behind this unbelievable stunt, and introduce our brave mannequin. The full story went all over Georgian social media and was covered by local prime-time news and entertainment shows, cutting through the cloud of the usual negativity.

Results for the first 2 weeks: We virally reached 67% of all Georgians online. 2.5 million total video views in Georgia. 150 online articles describing the full story. 70,932 positive Reactions, comments & shares. 40 million total video views globally There is no data about actual sales yet, but the demand from retail stores and wholesalers has increased by 81% after our campaign took off. Natakhtari Light won 3.3% of the entire beer market in first 3 months. And that’s just for the two weeks into the campaign! The flying hammock is still in the air to promote Natakhtari light and remind Georgians to lighten up.

The Situation

For the launch of a new light beer, we needed to get the brand noticed by the entire country and provoke the first trial. We structured the campaign to engage the audience directly and prompt their active participation - take photos and share on personal social media. By having the public literally create breaking news, we gave the national media an authentic, positive story to cover. As a result, our campaign broke all records as the most viral story out of Georgia for the past five years.

The Strategy

Aimed at young beer lovers, digital natives, we wanted to create a real news story with a potential to go viral. We planned and executed a stunt, which prompted the onlookers to engage - take photos and videos, and create the breaking news themselves. The first flight took place in Khashuri - a small town in Georgia known as the “the capital of hammocks” for its history in hammock manufacturing. The cultural context increased the potential of our stunt to excite the Georgian audience and give local media a positive story to cover.