Soproni: SOPRONI PERFECT DRAUGHT by Initiative Budapest for Soproni

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Soproni: SOPRONI PERFECT DRAUGHT

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Industry Beers and Ciders
Media Promo & PR
Market Hungary
Agency Initiative Budapest
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Outdoor Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Outdoor
Advertiser/Client: HEINEKEN
Product/Service: BEER
Entrant Company: INITIATIVE BUDAPEST, HUNGARY
Media Agency: INITIATIVE BUDAPEST, HUNGARY

Chief Operating Officer: Gábor Bíró (Initiative Media Hungary)
Client Service Group Manager: Diana Csizmadia (Initiative Media Hungary)
Group Brand Manager: Gergely Tóth (Heineken Hungary)

Results and Effectiveness:
• Soproni became the number 1 beer in Hungary for the first time in its history.
• Over a million promotional cans – 50% redemption rate – were exchanged in pubs for a free pint of Soproni. The brand achieved its share-gain goal while also growing its whole market.
• The OOH advertising significantly outperformed the benchmark indices for average outdoor campaigns: perception 163 (total 47.3%), identification 124 (total 63.7%) like 129 (altogether 74% liked our campaign). Source: PosterTest/Szonda Ipsos.
• In total, we achieved 77% better results than an average outdoor campaign, and 51% better than the average campaigns from the beer segment.
Creative Execution:
• Outdoor was the perfect medium for our national, hyper-local strategy. Soproni used 755 Billboards and 495 Citylight sites....with 455 different creative executions!
• Each poster had a huge photo and the name of the bartender who worked in the nearest bar that served draught Soproni. Full directions to the bar also featured on the poster.
• Those people that saw the poster, but decided to buy cans of Soproni in the supermarket, were then rewarded with a special promotional ringpull that could be redeemed for a free pint of draught Soproni at their nearest local bar.
• The campaign posed a huge logistical challenge. A month alone was spent optimising these addresses. Printing took a week, with one of Hungary’s printing houses at maximum capacity. Each poster was packaged and delivered individually.
• Supporting TV and online drove awareness of the promotion.
Insights, Strategy and the Idea:
• The beer market in Hungary is declining. Drinking has shifted from bars to the home where it is cheaper and more convenient.
• Soproni wanted to get people back into bars, while at the same time maximising revenue from the sale of cans.
• Hungarians once loved the unique experience of drinking in their local bar – a friendly atmosphere, the company of friends, and lively conversations with strangers. Who better to remind them of this than their local bartender?
• We needed to put real bartenders on the streets all over Hungary. Bartenders who would embody all that was good about drinking Soproni. Bartenders who could direct people to their local bar so they could experience “The Perfect Draught”.... and meet their famous barman, who everyone was talking about.