Nominalizarile obtinute la FIBRA #2:
- Special Projects
PRESENTING THE CASE
Campaign / Execution Summary
THE SOLAR OOH: we installed on the beach an empty billboard, whose frame creates, with the help of the sun, a football-tennis field, for everyone to have fun. Our consumers had 2 periods of time, one in the morning and one in the evening, to play ball.
We also filmed the best matches and made an online film with our activation and invited people to join.
Context / Problem / Opportunity / Insight
Starting 2017, Golden Brau has a new positioning: the most optimistic beer, made by the sun. The ”Made by the sun” credential campaign started in the spring of 2017, stating that the sun is responsible for the ingredients, the golden colour of the beer and the name of the brand. In order to strengthen the new positioning during summer and make a clear link between our beer, the SUN and the people who like to have fun, we came up with the idea of the SOLAR OOH.
We could have had the usual seaside outdoor billboard, with our brand message on it. Instead, we decided to let our billboard be the message, in a walk-the-talk activation.
Target Group
Being a mainstream beer, Golden Brau had to be active at the seaside, during summer. Our consumers spend their holidays on the beach, enjoying the sun and their favourite beer. The context is one of good mood, relaxing time and looking for fun, perfect for us to activate and engage our consumers.
Moreover, this fun brand activation lead to online content that reached and engaged our consumers in front of their phones, tables or computers.
Results
The activation reached, during a month, 60.000 people on the beach, looking for fun.
The online film made in the first month over 650.000 views on Facebook, Youtube, LinkedIn, getting a lot of shares, engagement and earned media.
INFO
Agency/Company: Geometry Global Bucharest
Entry Case Title: Solar OOH
Brand: Golden Brau
Client: Heineken
CREDITS
Creative Director: Mihai Fetcu
Head of Art: Stefan Vasilachi
Senior Copywriter: Bogdan Costin
Client Service Director: Simona Costea
Account Director: Adriana Staicu
Senior Account Manager: Manuela Fulga
Head of Digital Projects: Mina Ionescu
Digital Account Executive: Simona Luciu
Production Manager: Ionut Iacobache
Traffic Manager: Monica Gheorghe
DTP Manager: Dorina Sandu
OTHER CONTRIBUTING COMPANIES
Other type: Julian Ennals
Other type: Vijay Anand
