THE LEGALLY BINDING BEER CONTRACT
Title | THE LEGALLY BINDING BEER CONTRACT |
Brand | SPENDRUPS |
Product/Service | NORRLANDS GULD |
Category |
B02. Web Service / App |
Entrant
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Media Placement
|
STARCOM Stockholm, SWEDEN
|
PR
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Production
|
MAKING WAVES Stockholm, SWEDEN
|
Production 2
|
BKRY Stockholm, SWEDEN
|
Credits
Martin Noreby |
Åkestam Holst NoA |
Art Director |
Joakim Khoury |
Åkestam Holst NoA |
Art Director |
Daniel Vaccino |
Åkestam Holst NoA |
Copywriter |
Magnus Jakobsson |
Åkestam Holst NoA |
Creative Director |
Bella Lagerquist |
Åkestam Holst NoA |
Account Manager |
Fredrik Burman |
Åkestam Holst NoA |
Account Director |
Anna Forsberg |
BKRY NoA |
Final art |
Background
Norrlands Guld is the beer market leader in Sweden, struggling with the challenge of how to continue driving growth. With a new take on their brand heritage, ”Be together for a moment”, the brand has challenged people to spend more time together, and prioritize human relationships in real life. We were tasked with the challenge of finding a disruptive way to drive business, make more people drink beer more often and choose Norrlands when they did.
Describe the strategy
The strategic process combined driver analysis - what brand associations drove volume and price premium - with a collaborative exploration of Norrland’s brand territory ”togetherness” and its meaning in the digital age.
The insight came when the team discussed the idea of ”missed beers”, all the idle promises to ”have a beer” that were canceled at the last minute, or never followed through on. What if we could make those missed beers happen?
The breakthrough moment came when we realized the solution was hidden in the problem. Digital technology is the enemy of beer, it makes people opt to stay home instead of heading out for drinks. But it also provides new tools to create commitment.
In Sweden, over 80% of the population has mobile BankID, an e-identity card that makes it easy to pay bills and sign legal contracts remotely. What if we could make beer promises legally binding?
Describe the execution
Collaborating with leading Swedish law firm Synch Law we brewed up the world’s first Beer Contract, attempting to transform all those “let´s grab a beer sometime” into a legally binding ”yes”. Friends could create a contract in minutes online (at the mobile website olavtalet.se), picking a date, time and place, and then sign it with Mobile BankID - Sweden’s electronic citizen identification solution. The service could also recommend Norrlands Guld pubs close to you, based on your geolocation. If someone rainchecks after signing the contract, they’ll have to pay a fine of $50, and you also had the legal option to take them to court.
The campaign was realized in TVCs, outdoor, print, social media and of course PR. And maybe above all, by hijacking the BankID and using it as a media channel for beer-invites.
List the results
During its 6-week campaign run, The Legally Binding Beer Contract became one of Sweden’s most shared topics and charmed the worldwide press as well with features in ABC News, Unilad, Global Legal Post, Beer Bible, and many others. Brand mentions online went up 390 % as everyone seemed to have at least one notorious bailer-friend, who needed to be handed a contract. Before closing time, over 30 000 Beer Contracts were signed and over 200 000 visited the mobile website - helping to rocket sales into a 19 % increase compared to the previous year.
Results in short:
+ 30 000 signed Beer Contracts
+ 200 000 unique visits to the website
+ 390% increase in brand mentions online
+ 19% increase in beer sales compared to last year
”Let’s have a beer” is now synonymous with the Norrlands Guld brand in Sweden.