Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Film Craft
PRESENTING THE CASE
Campaign / Execution Summary
Timisoreana is Romania’s favorite beer brand for all Romanians. To take the story of tradition and craftsmanship even further, we created Timisoreana Nepasteurizata, for the mainstream beer consumer who’s willing to try out a specialty beer for special occasions.
The TVC dramatizes the discovery of a secret recipe that was kept secret for hundreds of years by Romania’s best brewers. The secrete recipe told the story of the fresh taste coming straight out of the factory.
Context / Problem / Opportunity / Insight
Timisoreana is the leading beer brand in the Romanian market for 10 years now. It is by far the strongest brand in the beer market and has always set high standards of how beer should be made. We brought back to life one of the most iconic products from Timisoreana's history, thanks to innovative technology.
Unpasteurized beer is the traditional way beer used to be made and we brought it back using the latest technology .
Unpasteurized beer has a low awareness in the market, however for those who have some expectations it should be a better beer, more natural, as it used to be once.
Target Group
The regular guy with strong values rooted in tradition. He is a guy living in the present, with no concern in history, nor any nostalgia for the “good old times”. Yet he preserves and lives according to the same values that passed the test of time. His universe gravitates around his close ones, family and old friends, and he feels a strong need of belonging to a group of people, his circle of trust.
For him, joy comes from the simple things, which are the ones that really matter - to have a fulfilled family and trustworthy friends - and that’s why he cherishes each moment together with his dear ones. And on those special moments he is willing to try out a specialty beer.
Results
In just 6 months after launch, Timisoreana Nepasteurizata has gained considerable attention amongst consumers. Timisoreana Nepasteurizata’s awareness was fueled in a great measure by the TV ad & instore presence.
Even if Timisoreana Nepasteurizata is the first unpasteurised beer in the market, shortly after the campaign 85% of target consumers had heard of it, more than half had already tried it and more importantly, most of them had repeatedly consumed it. Without any promotional activities whatsoever, continuous market demand was generated by repeated usage. Post-campaign research showed that the communication raised consumers curiosity to unexpected levels, while also differentiating the product from Timisoreana Regular & helping us to own the territory of specialty beer too. Considering the crowded competitive context soon after its launch, it was a great success that Timisoreana Nepasteurizata even managed to loyalize an important part of the most pretentious consumers of them all - the heavy lager & heavy specialty consumers in Romania.
INFO
Agency/Company: GMP Advertising
Entry Case Title: The Brewer's Secret
Brand: Timisoreana Nepasteurizata
Client: Ursus Breweries
CREDITS
Creative Director: Mihai Gongu
Copywriter: Celia Draganoaia
Art Director: George Popa
Head of Strategy: Ileana Serban
Creative Planning Director: Dana Pascu
Sr. Account Manager: Irina Angelescu
Group Account Director: Catrinel Manolescu
AV Producer: Adrian Radu
Brand Manager: Ancunta Corcodel
Sr Brand Manager: Tudor Ghiurca
