BIRELL GOES CYCLING by UM for Birell

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BIRELL GOES CYCLING

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Industry Beers and Ciders, Alcohol-free beer and Ciders
Media Promo & PR, Case study
Market Czech Republic
Agency UM
Released June 2009

Credits & Description

Category: Best Use of Radio
Advertiser: SABMILLER
Product/Service: ALCOHOLIC & NON ALCOHOLIC BEERS
Date of First Appearance: Jun 22 2009 12:00AM
Entrant Company: UM PRAGUE, CZECH REPUBLIC
Senior Media Planner: Robert Svec
Brand Manager: Vladimir Vanek (SABMiller)
Account Manager: Olga Jurickova (Mark BBDO)
Radio Buyer: Petra Hunackova
Group Account Director: Gabriela Platilova
Marketing Manager: Dalibor Vainer (SABMiller)
Media placement: Radio Campaign – 143 Spots + 429 Annotations - Expres Radio, Hitradio Faktor, Hitradio FM Plus, Hitradio Dragon, Hitradio FM, R - 22/06/2009

Results and Effectiveness
Birell’s summer programme delivered fantastic results, boosting both awareness and consumption. Prompted awareness peaked 12% ahead of the pre-campaign scores. Consumers drank more Birell as a result of our cycling content. Tracking showed the number who said they drank once a week peaked 27% higher and those who drank once a month was 11% higher.

Creative Execution
Thirteen different regional radio stations ran 13 different cycling programmes, using normal presenters – to ensure familiarity and integrating the brand into programme content – providing summaries of the routes. Each week during our six-week programme we provided a new suggestion for a weekend outing. To ensure each ride could be undertaken with ease – we partnered with the Czech Republic’s biggest map publisher – Shocart – to provide crystal clear downloadable mapping. In total we provided 78 different cycling excursions, creating multiple opportunities to sip an ice-cold Birell.

Insights, Strategy & the Idea
Birell is a non-alcoholic lager brand in Czech Republic, a country where consumers love their beer. So much so that fact they drink 160 litres each every year. Active sports participants are a key target. They may be careful about what they drink… but they are still Czechs and they love the real taste of beer. They are equally careful about their media diet. Friday afternoon, however, is appointment to listen. It’s when they plan the family weekend – more than a quarter take their families cycling, hiking or skating on Saturday or Sunday. We created a programme of cycling rides, broadcast every Friday afternoon – a key listening time for our target audience – when they were planning their weekend activity. Every route had a Birell stop – a pub or restaurant – serving ice-cold non-alcoholic lager to keep them refreshed. Messages ran across the summer cycling season.