Category: Best use or integration of experiential events
Advertiser: BUDWEISER
Product/Service: BUDWEISER
Agency: ANOMALY
Chief Creative Officer: Mike Byrne (Anomaly)
Creative Director/Art Director: Paul Renner (Anomaly)
Creative Director/Copywriter: Derek Barnes (Anomaly)
Art Director: Grant Mason (Anomaly)
Copywriter: Jessica Ghersi (Anomaly)
Designer: Serifcan Ozcan (Anomaly)
Head Of Integrated Production: Kwame Taylor-Hayford (Anomaly)
Senior Integrated Producer: John Legere (Anomaly)
Producer: Heather Brown (Anomaly)
Head Of Business Affairs: Annemarie Cullen (Anomaly)
Media placement: Internet Video - Youtube - 3/01/2012
Campaign Description
After 15 years, the NHL is returning to the city of Winnipeg. Budweiser is the proud sponsor of the Winnipeg Jets. To help celebrate this Inaugural season, we were asked to create a piece of communication that celebrates the return, as well as Budweiser's sponsorship of the Winnipeg Jets.
Effectiveness
Budweiser is the no.1 beer in Canada but its lead competitor dominates the no.1 consumption occasion: hockey.
Budweiser is seen as a big American brand. Hockey is Canada's sport. If Budweiser approaches the sport in an inauthentic way, the brand will be seen as the big brand that is 'using' the sport.
The Objectives:
- Celebrate the sport as only Budweiser can
- Build an authentic connection with the sport, team and fans
- Be seen as a fan, not a sponsor
Implementation
The return of the Jets to the city of Winnipeg is bigger than a professional team coming to a small city. It's a symbol of the hard work, passion, and resolve of the entire city of Winnipeg. We wanted to find a way for Jets fans to commemorate this historic moment and celebrate the tenacity of their city. Taking a cue from the Canadian Loonie that lay buried in the ice during the 2002 Olympics in Salt Lake City and arguably helped Canada take home a gold medal, we created a way for fans to christen the ice and then take home a piece of history.
Outcome
People lined up to buy Budweiser Fan Brew and the 24,000 cases sold out in liquor stores within 1 week (within 24 hours in some stores).
Budweiser share is up 2.1 share points in region, year to date, on an already large base of 22 share points.