Kompania Piwowarska Promo RUN! by Artegence


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Industry Beers and Ciders
Media Promo & PR
Market Poland
Agency Artegence
Art Director Bartosz Storozak, Pawel Dunia
Copywriter Wojciech Zatyka, Michal Kobierzewski
Released October 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Product/Service: BEER
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: ARTEGENCE, Warsaw, POLAND
Entry URL: http://lech3d.artegence.com/
Chief Creative Officer: Bartlomiej Wyszynski (Artegence)
Art Director: Bartosz Storozak (Artegence)
Art Director: Pawel Dunia (Artegence)
Copywriter: Wojciech Zatyka (Artegence)
Copywriter: Michal Kobierzewski (Artegence)
Flash Developer: Michal Polkowski (Artegence)
Project Manager: Jacek Budzikowski (Artegence)
3D Film Producer: Platige Image (Platige Image)
Media placement: Internet: WWW & Banner Campaign - WWW As Below; - 1 October 2009
Media placement: Point Of Sale - Package I.e. Multipacks Of Beer - Shops Around Poland, Incl. Carrefour, Geronimo Chains - 1 October 2009
Media placement: Media (Press Coverage) - Articles & News About The Action - Gazeta Wyborcza And Lots Of Others - Quickly After 1 October 2009

Describe the objective of the promotion.
Lech challenged the agency with three tasks: to position the beer Lech brand as premium in the long run, to use claim “More out of life!” which the brand uses in ATL and BTL communication and to rise sales.

Describe how the promotion developed from concept to implementation
The agency noticed the trend of AV technology segment 3D in 2008. Knowing that the year '09 will be a breakthrough in the field of 3D, agency decided to create the first Polish 3D site and 3D movie and invited Oscar-nominated Baginski to collaborate on a film named 'Run!' One could fully appreciate the film after buying Lech’s multipack, in which 3D glasses were hidden. Activities around the brand launched a discussion in media of the coming revolution in the audiovisual area, as soon compounded by events such as the premiere of the 3D film 'Avatar.'

Describe the success of the promotion with both client and consumer including some quantifiable results
Results can be quite accurately measured by analysing the site. After the ad campaign service lech.pl was visited 231,500 times (with 1,271,544 pageviews) - a unique users number amounted to 111,000 - the average time spent on the site was 3.5 minutes (the length of the film is a 2:40 sec) - all at an extremely low amount of Bounce Rate - 6.61%, which shows that people came to the site deliberately. Besides, they voluntarily surrendered to almost 4-minutes impact of advertising, which in their point of view, was an attractive pastime. Within two months after the end of online campaign the site achieved even better results because MULTIPACKS worked. Multipacks played the unique role and was a surprisingly effective means of advertising. In addition, as a result of campaign, a fashionable 3D trend was usurped by the brand in media thanks to effective PR (and MEDIA Relations specially). The discussion about 3D frequently referred to the campaign. The measured growth sales are in the possession of Kompania Piwowarska. Sales and branding objectives have been achieved and even exceeded.

Explain why the method of promotion was most relevant to the product or service
Agency chose to use 3D technology because it fits Lech way of positioning best. The brand communicates using the slogan 'More out of life'. To creatively transfer this ATL claim into interactive, agency concluded that 3D is the ideal incorporation of it. What is the 'More out of life' for games, Internet or TV? That something 'more' is 3D! We watch 2D movies everyday. To get more - we offer 3D. Agency invited Oscar-nominated Baginski to collaborate on a film named 'Running'. One could fully appreciate the film only after buying Lech’s multipack, in which 3D glasses were hidden.