BEER HEROES

Short List
ClientUBREW
Category E05. Influencer / Talent
TitleBEER HEROES
Product/ServiceUBREW
Entrant McCANN MILAN, ITALY
Idea Creation McCANN MILAN, ITALY
Idea Creation 2 McCANN LONDON, UNITED KINGDOM
Production THINK CATTLEYA Milan, ITALY
Additional Company MRM/McCANN Milan, ITALY
Additional Company 2 LIVE MILAN, ITALY
Credits
Name Company Position
Daniele Cobianchi MCCANN Milan Chief Executive Officer
Alessandro Sabini MCCANN Milan Chief Creative Officer
Eoin Sherry MCCANN Milan Creative Director
Fernando Dominguez MCCANN Milan Creative Director
Eoin Sherry MCCANN Milan CD/Art
Fernando Dominguez MCCANN Milan CD/Copywriter
Giovanni Lanzarotti MCCANN Milan Head of Strategy
Michele Virgilio MCCANN Milan Head of Production
Valentina Catese MCCANN Milan Project Manager
Adrian Botan MCCANN EMEA President Creative Europe, Global ECD
Carmen Bistrian MCCANN EMEA Creative Excellence Manager Europe
Mike Cooper MCCANN EMEA Digital Director
Mike Oughton MCCANN London Head of Copywriting
Alessandro Sciortino MRM//MCCANN Milan Creative Director
Riccardo Daverio MRM//MCCANN Milan Digital Art Director
Simone Fatone MRM//MCCANN Milan Motion Designer/3D
Fabio Furnari MRM//MCCANN Milan UX Designer
Nicola Guarino LIVE Milan Head of Social
Andrea Casale LIVE Milan Social Media Art Director
Camilla Canova LIVE Milan Social Media Copywriter
Umberto Carteni Think Cattleya Director
Kim Andreotti Think Cattleya Director Of Photography
Martino Benvenuti Think Cattleya Executive Producer
Marta Mangiucca Think Cattleya Producer

Background

SITUATION: Ubrew is a small open brewery where "you brew" your own beer. However, they're located at The Bermondsey Beer Mile, in London, "a loose amalgamation of brewery bars and bottle shops, located along a stretch of railway arch that's closer to two miles long nowadays" (https://www.bermondsey-beer-mile.co.uk). This meant that our USP faded away within such a big competition. Besides that, we also had to fight against the global big beer brands, which annually spend millions in their advertising campaigns. BRIEF & OBJECTIVES: Increasing Ubrew's visibility and awareness, making it clear to the audience that Ubrew was not like the other breweries, as you could not only go there for a beer, but also brew your own one. This would eventullay lead to the achievement of our main objective, which was to increase

Describe the strategy

TARGET AUDIENCE: Ubrew's audience love beer. No matter their age, their gender, their social classes... Someone who takes the trouble of moving around London to visit the Beer Mile, just to go for a pint, must neccessarily love beer. Not to mention those who wouldn't care to go through the mess and the complexity that brewing your own beer entail. APPROACH: So, with such a devoted audience, our strategy was pretty obvious. We thought about the use of celebrities, as it always works out when increasing visibility. But not any celebrity, it must be someone that loved the beer as much as our target, someone with the same insane passion for it (up to the point of risking their life to save the beer). And that's how we thought about the beer heroes's approach.

Describe the execution

The Beer Heroes campaign was structured at different levels. We firstly launched a video manifesto on Ubrew's different social channels, where we mainly asked the world to help us to find the Beer Heroes, as most of the videos were anonymous or inserted in a sort of digital compilations. A couple of months later, once we managed to find some of them, we launched the second phase of the campaign. The main asset consisted of a website, beerheroeswanted.com. There, you could watch the mockumentaries about the heroes, you could also buy their limited edition of beers and even become a beer hero yourself, by personalizing the beer can with your face on it through Facebook connect. The website gave you the opportunity to become a member of the Ubrew community as well, thus benefitting of a big discount. By posting on Facebook and Instagram, we managed to scale the campaign.

List the results

More than 250 user generated beer labels. More than 500K views in the first 48 hours. More than 2 million impressions (ando counting). 3 anonymous beer heroes became brewers and beer influencers. Membership requests increased +350% after the first week.