| Title | BEER HEROES |
| Brand | UBREW |
| Product/Service | UBREW |
| Category |
E05. Influencer / Talent |
|
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
| 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.