CANCAMERA by Leo Burnett Moscow for Kronenbourg 1664

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CANCAMERA

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Industry Beers and Ciders
Media Direct marketing
Market Russia
Agency Leo Burnett Moscow
Creative Director Ilya Olenev
Art Director Julia Chernysheva
Copywriter Valentin Vlasov
Released March 2009

Credits & Description

Category: Product Launches
Advertiser: BALTIKA
Product/Service: KRONENBOURG 1664
Agency: LEO BURNETT MOSCOW
Date of First Appearance: Mar 25 2009 12:00AM
Entrant Company: LEO BURNETT MOSCOW, RUSSIA
Entry URL: http://www.cyberentries.ru/kronenbourg/
Creative Director: Ilya Olenev (Leo Burnett Moscow)
Copywriter: Valentin Vlasov (Leo Burnett Moscow)
Art Director: Julia Chernysheva (Leo Burnett Moscow)
Interactive Creative Director: Grigory Sorokin (Leo Burnett Moscow)
Media placement: DIY Kits handed out at Event and sent out through DM - Moscow Art Gallery - 25 March 2009
Media placement: Blogs - Internet - 26 March 2009

Describe the brief/objective of the direct campaign.
To promote the launch of the new can package for Kronenbourg 1664 and to enhance the link between the brand and fine art.

Explain why the creative execution was relevant to the product or service.
We have offered famous French photographer Michel Setbon to participate in our art project and take pictures of Paris with Photo Can. We have built the photographer a reputation of a person who is taking pictures of Paris with the help of a beer can. All this got reflected in the photographer’s blog, in articles on designer sites, in stories in art forums. On the top of the wave of interest to an unusual photographer and his PhotoCan camera Kronenbourg 1664 announced an exhibition in Moscow It was tremendously effective event that has attracted dozens of celebrities who crowded the exhibition to catch the new trend.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The beer can itself became an object of art – namely, the photo camera. We created the “Photo Can” – a photo camera made from a beer can which works on the principle of Camera Obscura (pinhole photography). At the event (photographer’s presentation) the DIY kits were distributed among guests. Same kits were sent via direct mail program. Thus we made it possible for a lot of people to try it themselves and “join the club”.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The brand has become the centre of attention among the internet communities. The exhibition held by Kronenbourg 1664 has generated hundreds of thousands USD of free media exposure in press and Internet and even Federal TV A new community of people was born: many people across the country were intrigued and excited by CanCam shooting and trying their hand at it themselves. The key result of the campaign was that the stock of limited edition cans got sold 2 months earlier that it was planned. And all because we turned a boring can into a tool of art creation.