UTENOS ALUS AND BC ŽALGIRIS KAUNAS CAMPAIGN “WORLD-WIDE CENSUS OF BC ŽALGIRIS FA

ClientUTENOS ALUS
Category F01. Integrated Campaign led by PR
TitleUTENOS ALUS AND BC ŽALGIRIS KAUNAS CAMPAIGN “WORLD-WIDE CENSUS OF BC ŽALGIRIS FA
Product/ServiceBEER
Entrant FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Idea Creation FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Media Placement OMD Vilnius, LITHUANIA
PR FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Production FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Additional Company NEW! Vilnius, LITHUANIA
Additional Company 2 SUPERYOU Vilnius, LITHUANIA
Credits
Name Company Position
Jolita Katkute Fabula Hill+Knowlton Strategies Senior Account Executive
Arturas Puceta Fabula Hill+Knowlton Strategies Content Manager
Aidas Puklevicius Fabula Hill+Knowlton Strategies Creative Director
Arturas Peciulis OMD Account Manager
Mindaugas Lataitis SuperYou Executive Director

The Campaign

We knew fans loved BC Žalgiris Kaunas and we also knew how many victories BC Žalgiris Kaunas won. We kept seeing medals and cups in the arena. We could tell to the exact day and ball when and where BC Žalgiris led the rebounds. We did not know only one thing. How many there were Žalgiris fans out there. Here, in Kaunas, Vilnius, Utena. And over there, in London, Chicago, Dublin, Riga. And there the idea for the campaign came into our minds – let’s start Worldwide Žalgiris Fans Poll, activate fans and paint the world with green and white. We believed that anywhere where a ball is dribbled, everywhere you‘ll find a Lithuanian nearby. And a Lithuanian equals green and white.

Execution

Campaign start in Kaunas (free rides with “Žalgiris“ bus); Campaign in social media with fans and FB influencers; Content projects in 3 news portals, >80 articles and videos; Digital ads; Active communication in Kaunas “Žalgiris“ channels (social media, web, “Žalgiris TV“); Special green-white area in “Žalgiris arena” with activities for fans; Special event to raise awareness about campaign (>10 000 fans reached); Launch of the beer "Žalia balta” in Žalgiris arena during team match (activations with fans, introduction of special green and white glass, activations during game breaks); Ads campaign of beer “Žalia balta“ (OOH, banners) When implementing the campaign main focus was set on fans activation and census promotion. Meanwhile, the link between these aims and newly introduced beer brand “Green White” has been guaranteed by contextual communication and linking messages through the beer name and by the advertising campaign carried out parallelly online.

- More than 35 000 fans registered on campaigns platform (20% of target audience) - 16 000 of registered visitors clicked the advertisement banners, because of high visibility of the banner 29 000 registrations have been achieved in total (85% of all registrations) - 35% of the audience associated fan census to “Green White” beer (Source: OMD Snapshots, 2016. November) - More than 80 articles in media with more 80 000 000 impressions - „Utenos Alus“ sales in „Žalgiris“ arena increased by 10% - Higher than expected SOM (~0,6 %), bo cannibalization with other “Utenos alus” products - Utenos „Žalia balta“ got to the top 3 new products in light alcohol category in Lithuania (2016; UAB „Švyturys – Utenos alus“ retail data) - ROMI= 1,9

The Situation

Aiming to strengthen partnership with legendary team BC Žalgiris Kaunas and activate fans “Utenos alus” implemented campaign “World-wide census of BC Žalgiris fans”. The main idea of this campaign was to officially register all green and white fans. Main activities included creating and supporting main platform for the census, active communication in social media, creating 3 content projects online, special events for fans and activities in BC Žalgiris home arena and launching a new beer for BC Žalgiris.

The Strategy

We knew that fans are keen to become involved really active when you do not offer them to buy product directly but create relevant stories and unforgettable experience. Moreover, BC Žalgiris Kaunas seemed to be really important for them. Therefore, it was the team fans that we have chosen to become the main target audience of new campaign – there are lot of them, they are active and we wanted to involve them in common activities and motivate them to reach mutual goal – to get as many as possible registered fans. Having this in mind there was a new story created - the „World-wide census of BC Žalgiris fans“. The campaign involved marketing and communication activities, digital communication and advertising.