BUDWEISER RED LIGHTS by Anomaly Toronto for Budweiser

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BUDWEISER RED LIGHTS

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Agency Anomaly Toronto
Director Andreas Nilsson
Released December 2012

Credits & Description

Advertiser: LABATT BREWERIES OF CANADA
Agency: ANOMALY
Category: Best Use of Integrated Media
Advertising campaign: BUDWEISER RED LIGHTS
Director: Andreas Nilsson (OPC Familystyle/Biscuit Filmworks)
Production House Producers: Donovan Boden (OPC Familystyle/Biscuit Filmworks)
Account Team: Allison Cornford (Anomaly)
Account Team: Brent Rivard (Anomaly)
Agency Producer: Jen Mete (Anomaly)
Clients: Briar Wells (Labatt Breweries Of Canada)
Clients: Jorn Socquet (Labatt Breweries Of Canada)
Sound Design: Kim Christensen
Telecine: Eric Whipp (Alter Ego)
Design: Omar Morson (Anomaly)
Offline Editorial: Patrick Mcelroy (Spot Welders LA)
Design: Jonathan Armstrong (Anomaly)
Creative Team: Taylor Twist (Anomaly)
Design: Nikki Milligan (Anomaly)
Telecine: Tom Poole (Co 3 Ny)
Cinematographer: Peter Deming (OPC Familystyle/Biscuit Filmworks)
Offline Editorial: Sarah Brooks (School Editing To)
Clients: Alexis Smith (Labatt Breweries Of Canada)
Offline Editorial: Christina Humphries (Rooster To)
Executive Creative Directors: Dave Douglass (Anomaly)
Production House Producers: Dennis Beier (OPC Familystyle/Biscuit Filmworks)
Account Team: Dion Aralihalli (Anomaly)
Clients: Jr Edwards (Labatt Breweries Of Canada)
Clients: Kyle Norrington (Labatt Breweries Of Canada)
Offline Editorial: Melissa Kahn (Rooster To)
Executive Creative Directors: Mike Byrne (Anomaly)
Offline Editorial: Patrick Murphree (Spot Welders LA)
Executive Creative Directors: Pete Breton (Anomaly)
Offline Editorial: Aaron Dark (School Editing To)
Production House Producers: Harland Weiss (OPC Familystyle/Biscuit Filmworks)
Account Team: Keltie White (Anomaly)
Design: Marie Rupolo (Anomaly)
Creative Team: Mike Warzin (Anomaly)
Offline Editorial: Robert Duffy (Spot Welders LA)
Account Team: Vanessa Cote (Anomaly)

Strategy
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.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. 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.

Execution
An idea this big needed to be announced on the biggest stage: the Super Bowl. Budweiser set out to elevate the greatest moment in hockey through innovative story telling across all channels.In the week leading up to launch, the story of the red light was leaked through select PR placements (including national newspapers) as well as through 15-second teaser films that were shown online and on “Hockey Night in Canada” - Canada’s most viewed hockey program. On February 3rd, Budweiser launched with an anthemic 60-second spot during the Super Bowl. The spot directed people to Budweiser.ca, which was turned into a fully functional e-commerce site where they could learn more about the light and purchase one.After launch, we supported the campaign with additional extensions including print ads, interactive OOH boards, social media content, and additional pieces of film that air weekly on CBC’s “Hockey Night In Canada”.

Effectiveness
BUDWEISER.CAAverage monthly unique visitors increased from 13.2,000 to 451,000.FACEBOOKIn February, the Budweiser fan base increased by 14.8,000 and engagement increased by 373%.TOTAL EARNED IMPRESSIONSOver 30 million 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 LIGHTSThe 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.