Title | DRINKABLE HOCKEY FIELD |
Brand | BRAUEREI SCHÜTZENGARTEN AG |
Product/Service | BEER |
Category |
D04. Brand Integration & Sponsorship / Partnership |
Entrant
|
WUNDERMAN THOMPSON Zurich, SWITZERLAND
|
Idea Creation
|
WUNDERMAN THOMPSON Zurich, SWITZERLAND
|
Additional Company
|
LAKERS SPORT Rapperswil, SWITZERLAND
|
Additional Company 2
|
BRAUEREI SCHUETZENGARTEN ST GALLEN, SWITZERLAND
|
Additional Company 3
|
EVODROP AG Zürich, SWITZERLAND
|
Credits
Swen Morath |
Wunderman Thompson Switzerland AG |
CCO |
Samuel Wicki |
Wunderman Thomposon Switzerland AG |
Creative Director |
Sandro Tschuor |
Wunderman Thomposon Switzerland AG |
Business Director |
Tobias Röben |
Wunderman Thomposon Switzerland AG |
Concept |
Kevin Zysset |
Wunderman Thomposon Switzerland AG |
Art Direction |
Davide Schenker |
Wunderman Thomposon Switzerland AG |
Art Direction |
Cedric Fuchs |
Wunderman Thomposon Switzerland AG |
Art Direction |
Dany Boletas |
Wunderman Thomposon Switzerland AG |
Motion Design |
Kurt Moor |
Brauerei Schützengarten AG |
Verkaufsdirektor |
Roger Tanner |
Brauerei Schützengarten AG |
Head of Marketing & Services |
Nadin Buschor |
Brauerei Schützengarten AG |
Marketing & Communications |
Sirah Nying |
Freelance |
DOP/Director |
Matthias Lahoda |
Freelance |
DOP/Director |
Michael Bart |
Lakers Sport AG |
Leiter Verkauf & Marketing |
Why is this work relevant for Entertainment?
When the entertainment industry and all its partners suffered financially as well as emotionally because of Covid, it needed new ways to reach out and engage people.
Because people couldn't go to the stadium, the stadium has to go to the people in a way that has never been done before.
Background
Situation: Never before had the Rapperswil-Jona Lakers played a more successful season than 20/21 in Switzerland, the ice hockey league with the most spectators in Europe.
How they would have loved to celebrate these many goals and victories with their passionate fans. But due to covid they weren’t allowed in the stadium.
That also made it a bad time for sponsors whose brands were not seen and whose commitment therefore did not pay off.
Brief: Demonstrate that Brauerei Schützengarten is there for the club and the fans even in difficult times and always makes the best of the situation.
Objectives: Create an emotional connection between consumer and product to ensure sales outside the stadium.
Describe the creative idea
We made the best of the situation, that fans weren’t allowed in the stadium and couldn’t drink Schützengarten beer: We made beer from the ice hockey field. We turned the ice hockey field of the Rapperswil-Jona Lakers into the most special beer Schützengarten has ever brewed. A limited edition red ale filled with all the emotions of the season, tasting like the Lakers’ success and a special label with the best scenes to watch on a smartphone.
Describe the strategy
Ice hockey is a very emotional sport. And so are the fans who go to the stadium and cheer on their team. We wanted to treat these fans just as emotionally because they were due to covid unable to experience their team's successful season in the stadium.
Describe the execution
Straight after the last game, the ice was melted. Complete with the players blood sweat and tears, the ice water was then filtered and extensively tested to meet the Swiss Food Authorities strict quality requirements.
The limited edition beer was created and bottled.
This production process was communicated in the summer via social media as a teaser, which led to the media picking up the story. All the buzz ensured that all the bottles could be sold in advance and that more classic Schützengarten beer could be sold.
The final launch will be celebrated with a documentary on national tv.
Describe the outcome
Contrary to all industry trends, sales of classic Schützengarten beer increased by 10%.
All major local and national media have reported far beyond Schützengarten's sales area.
Demand for the special beer is greater than availability.
Schützengarten is now a household name in the hockey and specialty beer communities.