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Responsibly the Beer

Responsibly the Beer | Ubrew | 麦肯 | McCann Erickson
下载原始文件 下载原始文件 JPG | 4000x2836px
基本信息
行业: 酒精饮料
媒体:DM
投放:意大利
风格: Minimalism
说明cnen
Execution

The concept of this campaign came to life on several channels starting on 26 April 2017, the date when the first OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla, direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls, social channels, influencers and digital PR activation.
Relevancy

Because it's a direct campaign targeting all other beer brands by taking advantage of the line "drink responsibly" that is itself a direct message.It's a direct "attack" to big beer brands by hijacking their own advertising.
CampaignDescription

We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink.Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line.We made it with a smart tone of voice in order to create empathy between the brand and the people.
Outcome

The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps on stimulating conversations and positive comments from both consumers and industry employees.
Strategy

Our strategy was to take advantage of the content produced on social media channels by big beer brands. We entered inside all of their public conversations that promoted the concept of "drink responsibly" (through hashtags and keywords) and used their voices to create awareness and buzz about our brand.This is how we reached our double goals: on one hand, using other beer brands by stimulating their interaction with us to generate free media, and on the other hand stimulate consumers / users to promote the launch of this new product.
Synopsis

Ubrew is a small brewing company based in London. They asked us to launch a new low alcohol beer brand with a small media investment but with a strong digital based idea with a high communication value. A smart, disruptive idea able to stand out from the crowd of the multi millionaire beers campaign. Something that people want to talk about.
制作信息
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首席创意官:
美术指导:
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其他职位:Entrant Company: McCANN WORLDGROUP, Milan, Italy
Advertising Agency: MRM/McCANN, Milan, ITALY
Advertising Agency: McCANN MILAN, ITALY
Media Agency: RAPPORT ITALY, Milan, ITALY
Media Agency: UM, Milan, ITALY
PR Agency: PERSUASION COMMUNICATIONS, London, UNITED KINGDOM
Additional Company: UBREW, London, UNITED KINGDOM
CEO, Stefano Pozzo, MRM/McCann
Head of Production, Michele Virgilio, McCann Worldgroup Italy
Creative Excellence Manager, Carmen Bistrian, McCann Worldgroup EMEA
Executive Producer, Martino Benvenuti, Think Cattleya
Digital Client Group Director, Davide Gonzato, MRM/McCann
Digital Art Director, Giorgia Raffaelli, MRM/McCann
Digital Project Manager, Marina Guarino, MRM/McCann
Assistant producer, Maddalena Crespi, Think Cattleya
CEO, Ferdinando Arnò, Quiet Please
Head of Integrated Production/EMEA, Sergio Lopez, McCann Worldgroup EMEA
Content, Elia Morra, MRM/McCann
Managing Director, Fabio Nobili, Rapport Italy
Digital Business Director, Gennaro Palma, Universal McCann
Global Executive Creative Director, Adrian Botan, McCann Worldgroup EMEA
奖项
戛纳国际创意节 2017
铜奖 直效
Launch / Re-launch
戛纳国际创意节 2017
入围 直效
Low Budget / High Impact Campaign
戛纳国际创意节 2017
入围 钛狮
Titanium
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