Ursus Promo, Case study BRING TRUE FOOTBALL BACK by GMP Bucharest, Webstyler

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BRING TRUE FOOTBALL BACK

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Romania
Agency GMP Bucharest
Agency Webstyler
Creative Director Stefan Vasilachi
Art Director Cosmin Ezaru, Horia Manolache
Copywriter Ioana Munteanu, Iulian Barbulescu
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: URSUS BREWERIES
Product/Service: BEER
Agency: WEBSTYLER
Agency: GMP ADVERTISING
Date of First Appearance: Mar 5 2010
Entrant Company: WEBSTYLER, Bucharest, ROMANIA
Entry URL: http://www.webstyler.ro/canneslions/2011/media/a11/
Head of Planning: Bogdan Nitu (Webstyler)
Art Director: Horia Manolache (Webstyler)
Copywriter: Ioana Munteanu (GMP Advertsing)
Creative Director: Stefan Vasilachi (GMP Advertsing)
Account Manager: Irina Revnic (GMP Advertising)
Copywriter: Iulian Barbulescu (Webstyler)
Art Director: Cosmin Ezaru (GMP Advertising)
Social Media Planner: Andreea Stan (Webstyler)
Account Manager: Ramona Sima (Webstyler)
Web Designer: Vicentiu Popescu (Webstyler)
Web Programmer: Cosmin Panait (Webstyler)
Web designer: Adrian Nitu (Webstyler)
Media placement: Viral Movies Campaign - YouTube.com - 5 March 2010
Media placement: Special Package Edition - 11 Cans - Product Package - 12 March 2010
Media placement: Website - Www.fotbaladevarat.ro - 17 March 2010
Media placement: Event - 1 Week Training Camp - - - 19-25 May 2010
Media placement: Event - The Match - Iasi Stadium - 26 May 2010

Insights, Strategy & the Idea
Timisoreana, a beer with 3 centuries of tradition and passion for things well done that last through time, is the main sponsor of the Romanian Football Cup.

In the last years, Romanian football, once a nation’s pride, became nothing more than tabloid scandal. Naturally, performance went down (e.g. the worst performance for Romanian national team in the last 50 years).
Consequently, fans found themselves in a bizarre situation, with their hearts split in two: genuine passion for football and genuine disappointment.

Target audience:18+ y.o, male, football lovers

Approach: any beer consumer is more engaged in football than in any beer brand, therefore we used football sponsorship as a hook for brand engagement.
Campaign objective: Make consumers experience the brand’s ‘traditional values’ through football sponsorship campaign.
Brand objective: increase the 3 main brand image indicators: Beer that sustains values transcending time; Brand I feel close to; Beer associated with football.

Creative Execution
In a landscape governed by non-values, we decided to bring true football back.
We set up a unique match, the chance of a lifetime for any supporter: a team of football fans versus a team of legendary players from the 80s (the most glorious years of Romanian football).
Fans had to prove their skills and passion for football by uploading self-made movies on campaign’s website.

People voted the most legitimate ambassadors of true football. To get votes, contestants could create their own campaigns through website’s tools (e.g. customized avatars and banners for personal webpages).

Best 16 of them were selected by a famous coach to play in this match. They prepared with their coach in a real training camp for a week.

The match took place in the opening of the Final Match of the Romanian Cup. It was broadcast live on the most important sports TV station in Romania.

Results and Effectiveness
The 3 main brand image indicators went up as follows:
Beer associated with football: by 60%
Beer that sustains values transcending time: by 52%
A brand I feel close to: by 63%

Consumers were engaged like never before: one guy threatened to quit his job, another one gave up his final diploma exam so he could play this match.

The campaign also meant:
100% positive media and social media reactions
The TV audience for the Legends-vs-Fans live match was 4.5 times higher than the average audience of the channel (Sport.ro – the most important sport TV channel in Romania).