Ceres Case study #ivoteanyway [video] by Bcube Milan

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#ivoteanyway [video]

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Industry Beers and Ciders
Media Case study
Market Italy
Agency Bcube Milan
Associate Creative Director Sergio Spaccavento
Art Director Alessandro Sciarpelletti
Copywriter Andrea Stanich, Silvia Savoia
Editor Alessio Dogana
Released May 2013

Awards

Eurobest 2013
PR BEST USE OF MEDIA RELATIONS Bronze

Credits & Description

Advertiser: ROYAL UNIBREW
Agency: BCUBE
Category: Best Low Budget Campaign
Advertising campaign: I VOTE ANYWAY
Editor: Alessio Dogana (Beemotion)
Copywriter: Andrea Stanich (Bcube)
Art Director: Alessandro Sciarpelletti (Bcube)
Client Creative Director: Andrea Stanich (Bcube)
Account Director: Edi Borrelli (Bcube)
Junior Art Director: Patrick Rossa (Bcube)
Copywriter: Silvia Savoia (Bcube)
CEO/Executive Creative Director: Francesco Bozza (Bcube)
General Manager: Roberto Roccatti (Royal Unibrew)
Associate Creative Director: Sergio Spaccavento (Bcube)
Marketing Manager: Davide Chiodini (Royal Unibrew)
Brand Manager: Emanuela Tignonsini (Royal Unibrew)
Account Executive: Giorgia Benetti (Bcube)
Implementation
For a bureaucratic obstacle, thousands of students who live outside the country (e.g. for the Erasmus program) will not be able to vote from abroad. Ceres has the chance to prove that these guys are better than those who represent them in parliament. Thanks to Ceres, they will vote anyway.
Execution
We organized symbolic elections in major European cities. We launched the hash tag “iovotolostesso” (#ivoteanyway), we sent students in each city a kit with everything they needed to run and publicize the elections: facsimile ballots, ballot boxes, flyers and posters. We also sent them a few packs of beer to celebrate at the end. We asked them to shoot video appeals with which we edited a video for the web. The idea became a movement and spontaneous groups were born all across Europe to support the operation.
Outcome
Thousands of students from 26 European cities joined the initiative.The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days. Brand search frequency on Google: +470% in 10 days.Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the Italian population. Investment: less than €5,000.
Client Brief Or Objective
In Italy, Ceres is a beer brand for a young target audience. Part of its popularity is due to its high alcohol content. Italian political elections are getting close and Ceres wants to improve its reputation showing that young Italians, even if they love a strong beer, are responsible people who care for themselves and also for their country’s future.