Title	COASTER GAMES
Brand	GOTLANDS BREWERY
Product/Service	BULLDOG BEER
Category	G04. Social Behaviour
Entrant	GOTLANDS BRYGGERI Visby, SWEDEN
Idea Creation	JUNG RELATIONS Stockholm, SWEDEN
PR	JUNG RELATIONS Stockholm, SWEDEN
Production	JUNG RELATIONS Stockholm, SWEDEN
Post Production	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Daniel Åhlman	Jung Relations	Copywriter
Per Holmquist	Jung Relations	Art Director
Tobias Leander	Gotlands Brewery	Client
Martin Ödman	Jung Relations	Project mannager
Charlotte Wennström	Jung Relations	Designer

Why is this work relevant for Direct?

Bulldog Coaster Games was handed out to pubs and restaurants that sell the Bulldog Beer. In this way we had the target audience to play and hang out with the brand at the purchase place.

Background

Gotlands Brewery had a range of craft beers, but no new releases at the time. The brand had a good reputation and trustworthy when it comes to craft beer. The problem was more about being a bit boring anonymous and not coming up with any news for some time. Our task was to: - Create something to talk about - Get the target group to see the whole range of Bulldog beers that already exists. - Create likability and make Bulldog seem like a fun and innovative small brewery. - Increase preference for the whole Bulldog range of beers. - Do something for the costumers (bars and restaurants that sell Bulldog beer)

Describe the creative idea (30% of vote)

Unlike most beers, the Bulldogs aren’t made for rowdy sportsbar gettogethers or doing the graveyard shift on the dancefloor. Bulldog is a more quiet and reflecting, yet sociable, character. One could probably call it ”the board game type”. And for hundreds – even thousands – of years, people has gathered around board games. Preferably in the company of a good drink. So, we turned the Bulldog coasters into game boards and let peanuts and chili nuts become game pieces. Bulldog Coaster Games were placed at selected Pubs and sold through a web shop, offering pub-goers and homestayers five classic board games to enjoy in the company of friends and beer.

Describe the strategy (20% of vote)

First of all we did not have any new release to talk about. So we thought that we need to create something else to talk about and to help us draw attention to the Bulldog brand and beers, why we created Bulldog Coaster Games. We treated our clients, pubs and restaurants that sell Bulldog beer, by giving them Bulldog Coaster Games. We also provided them with a Pub Championship Kit, including posters and scorecards – for the pubs to call out their own Pub Master in Bulldog Coaster Games. In this way we helped our clients to do something fun and creative and draw people to their pubs. And the pubs basically sold more Bulldog.

Describe the execution (20% of vote)

The Bulldog Coaster Games was handed out to pubs and restaurants. We also sold the Coaster Games through a webshop to make it available for even more people. To get people to the webshop, and at the same time create likability and personality for the brand, we made a short SoMe-ad about the Coaster Games. We also provided media with pressrelease and images. By creating Coaster Games we could actually get the medias attention without having a new product (beer) to talk about witch is actually extremely rare.

List the results (30% of vote)

- The first batch of Coaster Games sold out in two weeks. - The respons from pus and restaurants was great. We had to provide them with more games. - After the Coaster Games campaign Bulldog is the best performing brand at Spendrups (Spendrups i one of the largest beverage manufacturers in Sweden) - Gotlands Brewery is now having a hard time keeping up the production with the sales. - The earned media reach was 800 000 (without releasing a new product!)

Please tell us about the social behaviour that inspired the work

Imagine sitting in a bar hanging out with a friend over a beer. At the same time you sit and finger a little on the coaster. What if the coaster had something more to offer! Something that makes the moment with your friend even better. Or imagine sitting in a bar waiting for your friend who is 15 minutes late. Wouldn't it be great if the coaster could then offer you some pastime in the form of a solitary game? Perfect for "waiting beer"