Budweiser Case study BUDWEISER RED LIGHTS by Anomaly Toronto

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BUDWEISER RED LIGHTS

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Industry Beers and Ciders
Media Case study
Market Canada
Agency Anomaly Toronto
Director Andreas Nilsson
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best New Product Launch/Re-Launch or Multi-Product Promotion Silver

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best New Product Launch/Re-Launch or Multi-Product Promotion
Advertiser: LABATT BREWERIES OF CANADA
Product/Service: BUDWEISER RED LIGHTS
Agency: ANOMALY Toronto, CANADA

Executive Creative Directors: Mike Byrne/Pete Breton/Dave Douglass (Anomaly)
Creative Team: Mike Warzin/Taylor Twist (Anomaly)
Agency Producer: Jen Mete (Anomaly)
Account Team: Brent Rivard/Dion Aralihalli/Keltie White/Allison Cornford/Vanessa Cote (Anomaly)
Clients: Jorn Socquet/Kyle Norrington/JR Edwards/Alexis Smith/Briar Wells (Labatt Breweries Of Canada)
Product Development And Manufacturing: (Buzz Products)
Design: Nikki Milligan/Jonathan Armstrong/Omar Morson/Marie Rupolo (Anomaly)
Sound Design/Voice Casting/Direction: (Sonic Kore / Noise Digital / GGRP)
Digital Production: (Ransom Profit)
Director: Andreas Nilsson (OPC Familystyle / Biscuit Filmworks)
Production House Producers: Donovan Boden/Harland Weiss/Dennis Beier (OPC Familystyle / Biscuit Filmworks)
Cinematographer: Peter Deming (OPC Familystyle / Biscuit Filmworks)
Offline Editorial: Patrick McElroy/Robert Duffy/Patrick Murphree (Spot Welders LA)
Offline Editorial: Melissa Kahn/Christina Humphries (Rooster TO)
Offline Editorial: Sarah Brooks/Aaron Dark (School Editing TO)
Conform: (Shipping & Handling LA)
Telecine: Tom Poole (Co 3 NY)
Telecine: Eric Whipp (Alter Ego)
Sound Design: Kim Christensen ()
Audio Mix/Recording Studio: (Lime Studios LA)

Describe the brief from the client
In 2011, the NHL announced it had signed a sponsorship agreement with competitive brand Molson and wouldn’t be renewing its contract with Budweiser. As hockey represents the biggest volume-driving occasion in Canada, this was potentially a massive setback.

So Budweiser set out to provide a meaningful connection for fans to their favourite pastime and their brand, and aspired to launch a campaign that would elevate the greatest moment in hockey, the goal. To do this, Budweiser acted as a passionate super fan and used its resources to bring the most iconic hockey symbol for celebration to life in Canadian households.



Promotion Development


Leveraging a technology that’s never been used before in a consumer product, Budweiser created a physical, game-synched hockey goal light that goes off every time a fan’s favourite city scores.

An idea this big needed to be announced on the biggest stage, so on February 3rd Budweiser launched the campaign with an anthemic 60-second spot during the Super Bowl. The spot directed people to Budweiser.ca, which turned into a fully functional e-commerce site where they could learn more and purchase a light. The hope was to drive an increase to Budweiser.ca and sell out in the first month.




Results


BUDWEISER.CA
Average monthly unique visitors increased from 13,200 to 451,000.

FACEBOOK
In February, the Budweiser fan base increased by 14,800 and engagement increased by 373%.

TOTAL EARNED IMPRESSIONS
Over 30m earned impressions have been generated, including accolades from professional hockey players and fans.

The light also garnered high praise from Apple co-founder Guy Kawasaki, who tweeted, 'the best marketing idea ever'. Wired and Contagious magazine also ran features praising the innovation.

SALES OF LIGHTS
The first release sold out within hours of the Super Bowl launch. A second release was opened for May delivery and sold out within 3 weeks.




Relevancy to Product/Service


We first set out to own hockey’s most electrifying moment: the goal. As it relates to goals, the Red Light best represents that moment for hockey fans. This iconic symbol for goals and great times was manifested through the Budweiser Red Light, a physical, game-synched goal light that goes off whenever your favorite city scores.

Strategically, it made perfect sense. Budweiser is celebration and optimism in a bottle. Similarly, the goal light is celebration and optimism in a flash – a powerful symbol of elation underlying Canada’s national pastime. It also represents teamwork and camaraderie which are shared values of Budweiser.