Advertiser: Kaiser
Agency: FISCHER & FRIENDS
Category: Best Use of Ambient in a Promotional Campaign
Creative Director: Daniela Ribeiro (Fischer & Friends)
Art Director: Breno Balbino (Fischer & Friends)
Creative Director: Diogo Mello (Fischer & Friends)
Copywriter: Flavio Ferri (Fischer & Friends)
Chief Creative Officer: Mário Dandrea (Fischer & Friends)
Implementation
To reach our audience in the most defining moment of Valentine’s Day, at dinner, we created the ‘well beered’/’good-beer’ menu. A menu that challenged men to declare their love in the most unusual way. Whoever was able to read 3 sentences without letting on to his girlfriend that he was reading them from the menu, would take home a special Kaiser basket.
Client Brief Or Objective
Valentine’s Day is a date where beer goes practically unnoticed, losing space to wine, for example, which is a drink that goes with romance. How do we turn this obstacle in favor of our brand?
Outcome
More than 72,000 views on YouTube, generations of spontaneous media in blogs and relationship sites. Together with other actions of this campaign, the Well-Beered/Good Beer Menu help to triple the brand’s consideration and also elevate the preference by 5 p.p. and an increase of 11,4% in the tasting index.
Relevancy
While other brands are activated mostly at bars, we created a funny and unusual action for Valentine’s Day, that was focused in restaurants, a place where this date is celebrated. The goal was to create a relationship with Kaiser together with the owners of these establishments, by providing an interesting and fun experience around this special date.