Birra Forst Case study A NEW SPECIES by Cayenne

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A NEW SPECIES

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Industry Beers and Ciders
Media Case study
Market Italy
Agency Cayenne
Director Adam Ashemi
Executive Creative Director Giandomenico Puglisi - Stefano Tumiatti
Photographer Cellina Von Mannstein
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BIRRA FORST
Product/Service: BEER
Agency: CAYENNE
Date of First Appearance: Apr 26 2010
Entry URL: http://www.youtube.com/user/mariaapretto
Executive Creative Director: Giandomenico Puglisi (Cayenne)
Executive Creative Director: Stefano Tumiatti (Cayenne)
Art: Livio Gerosa (Cayenne)
Copy: Caterina Calabrò (Cayenne)
Copy: Evelin Loprete (Cayenne)
Web Designer: Efrem Maggi (Cayenne)
Creative Digital Director: Paola Naldi (Cayenne)
Media Planning: Cinzia Santambrogio (Cayenne)
Photographer: Cellina Von Mannstein (Forst)
Production Company: (Kite Film)
Executive Producer: Barbara Aperio Bella (Kite Film)
Director: Adam Ashemi
Post Production Company: (Rumblefish)
Music Production Company: Ferdinando Arnò (Quiet, Please!)
Post Production Company for Press: (Mozart)
Web Programmer: Marco Dell'Anna (Cayenne)
Web Videos Director: Federico Penzo
Media placement: Tv Campaign - Mediaset ,Mediaset Premium, Dahlia - 30/04/2010
Media placement: Press Campaign - Gazzetta Dello Sport, Corriere Sport, Tuttosport - 26/04/2010
Media placement: Web Campaign - FB, Youtube, Studenti.it - 26/04/2010

Describe the campaign/entry

Forst is a beer producer located in Alto Adige, Northern Italy, where it has a strong awareness. The client wanted to increase its awareness nationwide.
The creative concept revolves around the unique position of Forst: a high quality beer, so good because it comes from the nature of Alto Adige/Südtirol. Forst is strongly linked to the nature of its territory.

Describe how the campaign/entry was launched across each channel in the order of implementation
A new unique species has been created, little beer glasses born and raised in the Alto Adige mountains, combines the regional aspect of the brand with its natural quality.
Integrated campaign with TV spot, press (both trade and consumer), web campaign .
The web campaign had 3 different phases:
Teaser, with 12 viral videos on Youtube with the testimonies of the citizens of South Tyrol telling how they had seen a strange “species” never seen before.
Youtube channel: http://www.youtube.com/user/mariaapretto
FB group: http://www.facebook.com/?ref=home#!/group.php?gid=116243251728561&ref=ts

Sighting phase: a sighting video of this strange species was circulated on the internet and supported by the group FB: http://www.youtube.com/watch?v=9sEGM_Hjl7w&feature=related

Reveal phase: the link between the species and the brand Forst has been revealed; an on-line contest has been organized (www.forstreporter.it) with a dedicated channel on YouTube
http://www.youtube.com/user/ForstReporter

There was media related activity all year long with a press conference to launch the communication campaign.

Give some idea of how successful this campaign/entry was with both client and consumer
- Teaser: 7.745 views in 10 days.
- Sighting: 17.300 views in 5 days.
- Reveal & contest: 450.000 accesses in 1 month.
- Press clippings: 250 with an economic evaluation of € 749.207,00.
- TV: 80 million contacts.
- Press: 6,400,000 people contacted.