Advertiser: BUDWEISER BUDVAR, N.P.
Agency: KASPEN/JUNG von MATT
Category: Best Use of Digital Media
Copywriter: Jakub Vyslouzil (Kaspen/Jung Von Matt)
Creative Director: Lester Tullett (Kaspen/Jung Von Matt)
Account Director: Lubos Jahoda (Kaspen/Jung Von Matt)
Art Director: Sara Kujundzic (Kaspen/Jung Von Matt)
Effectiveness
One of the aims of the project was to do something innovative that would grab people's attention (maybe not in such a high-tech way that Google would do). The goal was achieved. Let's look at comments: Sense of humor and the non-traditional solution using the otherwise ordinary and boring internet functionality were strongly appreciated. Actually, it is advertising based on typos made while searching the web. A great idea, don't you think? This really amused us: What happens when you open the Centrum.cz search engine after coming home from a Christmas party...
Strategy
Typing errors while looking up things on a search engine are common. And after drinking at all the Christmas parties the errors grow even more. All search engines will then give you a search suggestion. Budweiser Budvar non-alcohol saw this as an opportunity to reach people with their non-alcoholic advantage.
Execution
We managed to get www.centrum.cz, the 3rd largest search engine in the CR, to reprogram their mistaken suggestions. When the site did not recognize what people typed, its search suggestion gave them a new suggestion instead: 'Keyboard shaking? Drink Budvar non alcohol next time.' The message was made to look like a real suggestion with no branding, so it did not appear as an advertisement. And it appeared anytime people made a mistake, misspelled or messed up their search. Literally, there were millions of variations. In one month, the message appeared 782,410 times.