Title | BECK’S SOUNDPILS |
Brand | ANHEUSER-BUSCH INBEV GERMANY HOLDING GMBH |
Product/Service | BECK´S |
Category |
G02. Spatial Tech |
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Media Placement
|
CARAT Hamburg, GERMANY
|
Production
|
ELEMENT E FILMPRODUKTION Hamburg, GERMANY
|
Production 2
|
EXTREME MUSIK Berlin, GERMANY
|
Production 3
|
NEVEREST München, GERMANY
|
Additional Company
|
PLAN.NET Munich, GERMANY
|
Credits
Alexander Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
Thomas Heyen |
SERVICEPLAN GERMANY |
Managing Partner |
Markus Kremer |
SERVICEPLAN GERMANY |
Managing Partner |
Florian Klietz |
SERVICEPLAN GERMANY |
Managing Partner |
Kristian von Elm |
SERVICEPLAN GERMANY |
Management Supervisor |
Lars Holling |
SERVICEPLAN GERMANY |
Management Supervisor |
Sabrina Schwartz |
SERVICEPLAN GERMANY |
Senior Account Manager |
Mariah Kattmann |
SERVICEPLAN GERMANY |
Junior Account Manager |
Sebastien Stabenau |
SERVICEPLAN GERMANY |
Design Director |
Jan-Erik Scheibner |
SERVICEPLAN GERMANY |
Senior Copywriter |
Melis Adiguezel |
SERVICEPLAN GERMANY |
Copywriter |
Sine Hansen |
SERVICEPLAN GERMANY |
Art Director |
Joy Chakravorty |
SERVICEPLAN GERMANY |
Copywriter |
Sudarshan Waghmare |
SERVICEPLAN GERMANY |
Art Director |
Philipp Truebiger |
SERVICEPLAN GERMANY |
Junior Art Director |
Ronnie Patt |
SERVICEPLAN GERMANY |
Creative Director Art |
Nils-Christian Sperling |
SERVICEPLAN GERMANY |
Final Art Specialist |
Jeffrey Lisk |
Element E Filmproduktion |
Director |
Bernd Possardt |
Element E Filmproduktion |
Director |
Chris McKissick |
Element E Filmproduktion |
Director Of Photography |
Patrick Volm-Dettenbach |
Element E Filmproduktion |
Head of Production |
Sebastian Schroeer |
Element E Filmproduktion |
Producer |
Bernd T. Hoefflin |
Element E Filmproduktion |
Producer |
Christoph Koehler |
Neverest |
Managing Director |
Madeliene Pfisterer |
Neverest |
Production Assistant |
Background
The Beck’s brand revolves around the rallying cry “You make it legendary”. This basically means putting the brand’s most differentiating ingredient in focus: its consumers. Following that principle, Beck’s wanted to create several experiential brand experiences involving fans all over Germany. With Soundpils, Beck’s wanted its fans to interact with the brand in a way they’ve never done before – giving them the possibility to leave their own mark on a new product and connecting real-life experiences with it. All of this eventually needed to come down to a real, straight to stores, limited edition, available on- and offline – to once again emphasize Beck’s innovative and experiential approach to engaging its exploring target group in an immersive way.
Describe the strategy
Freedom is a core value of the Beck’s brand. But in order to regain meaningfulness and relevancy in its target group, Beck’s had to redefine freedom – by making it tangible and experienceable. For this purpose, we needed to turn a traditional TVC brand into a non-traditional online entertainment brand. Beck’s new role in this: encourage millennials to make choices without fearing the consequences. Or in short: Go ahead, don’t be afraid and show the world what’s possible – because “You make it legendary”. A credo that calls for real-life participation, creating and doing. The strategy was translated into interactive ideas that put the consumer first and the beer second, showing everyone that “great moments without you, simply aren’t great” and of course, that Beck’s without you, is nothing but a beer.
Describe the execution
To realize this idea, Beck’s had to put a scientific theory to best practice and make it scalable. We took a crew of sound system engineers to Hallertau, Germany, the world’s biggest hop-planting area, and installed hundreds of speakers in the Beck’s field – with heavy machinery. The result? A festival-like sound installation that infused the hop with sound from every angle for the best possible growing effect without interfering with nature too much. On the other hand, we set up an outdoor installation in Berlin that was both visually and audibly connected to the speakers in South Germany: a mobile, noise-isolated speaker cabin with live-recording function.
List the results
The idea resulted in a three-minute documentary that created 29 million social media contacts and has been viewed more than 8 million times in only two weeks, driving engagement on the Beck’s Facebook and Instagram channels. The video itself, despite its three-minute length, has been viewed 2.17 minutes on average with 27 % of the audience watching the entire documentary. But most importantly: we created a brand new, real product, of which the consumer became the key ingredient. The Beck’s Soundpils hop has been harvested and brewed into a beer with provable, refreshing new aroma. Bottles have been sold both in stores and online. Last but not least, we sent a sixpack-mailing to almost every participant and instantly mailed them their “sound act” video footage by mail.