Royal Beer Case study THANKS ROCK! by DDB Copenhagen

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THANKS ROCK!

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Industry Beers and Ciders
Media Case study
Market Denmark
Agency DDB Copenhagen
Director Jeppe Rønde
Copywriter Claus Walter
Producer Thor Brammer Jacobsen
Photographer Sebastian Blenkov
Strategic Planner Puk Rohde
Released June 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: ROYAL UNIBREW
Product/Service: ROYAL BEER
Agency: DDB
Date of First Appearance: Mar 1 2010
Creative Director/AD: Jesper Schmidt (DDB)
Copywriter: Claus Walter (DDB)
Account Director: Morten Sune Jonas (DDB)
Strategic Planner: Puk Rohde (DDB)
Marketing Manager, National Beer: Lars Bo Sthaalros Christiansen (Royal Unibrew)
Producer: Thor Brammer Jacobsen (Spoiled Productions)
Director: Jeppe Rønde (Bacon)
Photographer: Sebastian Blenkov
Media placement: Facebook - Internet - 1 March 2010
Media placement: Website and web banners - Internet - 5 March 2010
Media placement: PR - Various National Media; Printed Press, TV And Radio - 12 March 2010
Media placement: Posters - Various outdoor, in-store, etc. - 22 March 2010
Media placement: TVC - National TV - 1 June 2010
Media placement: Product and POS in retail - Supermarkets etc. nationwide - 1 June 2010
Describe the campaign/entry
Royal Unibrew has an overall objective about increasing the brand value of Royal Beer and create a long-term platform involving both consumers, retail and in particular HoReCa (bars).
Therefore we decided to turn Royal into Denmark’s rock beer no. 1 and we created the ‘Thanks Rock’ project, giving new talents a chance to break through and we entered a cooperation with the rock band, Kashmir.
We kicked off the project with a search for the new support band for Kashmir’s coming tour and lead-singer of Kashmir, Kasper Eistrup, designed a Royal beer can for the campaign.
Describe how the campaign/entry was launched across each channel in the order of implementation
As a start, we wanted to get the real rock underground involved in the project and then connect to the rest of Denmark.
The project was kick-started by a search for a new support band for Kashmir's coming tour.
That band would be given the chance to be on stage in front of a huge audience and at the same time, Kashmir would take the winners under their wings. The search was carried out via posters, PR and a website - royalbeer.tv.
In step number two Kashmir's lead singer, Kasper Eistrup, designed a beer can for Royal Beer and when you bought a beer you automatically supported Danish up-coming rock bands.
This was introduced in a TVC, which ran on national TV.
Give some idea of how successful this campaign/entry was with both client and consumer
767 bands entered the competition of becoming Kashmir’s support band compared to a modest expectation of 100 bands. In just two months 'Thanks Rock' was established as Denmark’s second biggest rock competition.
We had 169,000 unique visitors on royalbeer.tv.
Royal Beer has had a growth of 11% in a declining market and the Royal Export beer has had a massive growth of 33% in 2010. At the same time, the biggest competitors in the beer market have lost shares.
Royal Beer has become the new rock beer.