Advertised product: Beer Point pubs
Name: #FairB&B
Agency: Kinograf
Idea
On May, 26 Kyiv hosted Champions League Final. Rent prices unfairly grew up to $3.000. Tourists could not find the accommodation for an acceptable price and Kyiv habitants were ashamed of their greedy compatriots. Pub Beer Point wanted to help the foreign fans in this stalemate and remind Kyiv football lovers of itself. Beer Point declared war on hotels and launched a special event #FairBnB – Fair Beer and Breakfast. On May, 26 the pub didn’t close, but was open all night long for international fans. Why pay $3.000 for a hotel if you can drink beer for $2 all night and have fun with English, Spanish and Ukrainian fans? In the morning free breakfast, toothbrushes and on board. We were looking for a unique way to get to the foreign fans since there was a lot of advertising in anticipation of Champions League Final. We caught our audience “on their half of the field”. Two weeks before the game, we became a host on Couchsurfing. We placed our print in the Liverpool fan press and our banner in the Real Madrid fan site inviting football lovers to spend the night at Beer Point in Kyiv. We created a viral effect and, what is more important, we did it in the countries of the Champions League finalists. Tourists, who were coming to Ukraine, knew about our event before booking hotels. TV appearance, media and viral effect in Ukraine got Kyiv fans’ attentions, since they could come, meet the foreign fans and have a great time together. As result, free appearance on national TV, mentions in the international press and 80 million impressions in social media. Monthly attendance by foreigners increased 300%. More than 400 guests during the Final game considering that pub’s capacity is 200 people.
Credits
Vitaliy Kokoshko – CEO/Owner
Oleh Kyselitsia – Creative Director
Olga Kokoshko – Strategic Director
Tetiana Pashkivska – Account Director
Oleksandr Titarchuk – Copywriter
Bogdana Zayets – Copywriter
Anastasiia Zakharova – Copywriter
Daniil Tkachenko – Copywriter
Dmytro Humenuk – Art Director
Olena Sidko – Designer
