ZELTA: 37 KM IN THE BALTIC SEA

Credits & Description:

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: ALDARIS
Product/Service: ZELTA BEER
Agency: DDB WORLDWIDE LATVIA
Agency: FUSE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: DDB WORLDWIDE LATVIA, Riga, LATVIA
Entry URL: http://drauguplosts.lv/
Account Director: Janis Rungulis (DDB Latvia)
Creative Director: Gatis Murnieks (Fuse)
Account Manager: Ilze Osane (DDB Latvia)
Account Manager: Kaspars Eglitis (Fuse)
Junior Art director: Oskars Cirsis (DDB Latvia)
Junior Copywriter: Renars Liepins (DDB Latvia)
Account Manager: Agra Vitola (DDB Latvia)
Project Director: Martins Dambis (Cube Media)
Creative Director: Marcis Mikelsons (Cube Media)
Media placement: 5sec TVC, 5 Spots (2 Languages) - LNT, TV3, 3+, TV6, PBK, REN - 20.07.2009
Media placement: Internet Text Link - Www.draugiem.lv - 10.07.2009
Describe the objective of the promotion.
The objective of the promotion is to communicate the promo campaign for the Zelta beer (local beer brand) and make people collect beer bottle caps and exchange them for prizes - frisbees, volleyballs, beach towels and movie tickets.
Describe how the promotion developed from concept to implementation
The aim was to show how attractive and useful beer promo prizes can be. So we thought: what could a person do with volleyballs? Idea: build a raft from 300 volleyballs and make a trip. We found 4 friends that agreed to build the raft and make a trip to Ronu Island (37 km from Latvian coast in the Baltic Sea). We created a blog where the friends reported on the progress of building raft and planning trip. To make it more interesting, we asked people to vote how far would the raft get in 6 hours. The prize was the raft itself.
Describe the success of the promotion with both client and consumer including some quantifiable results
Media found the trip to Ronu Island worth reporting and it was covered in the evening news by all national television and Internet portals & press wrote about it. Our estimates are that it was worth 50 000 EUR free media and at least 700 000 people heard about the raft (that's 30% of 2,3 million inhabitants of Latvia). 40 000 visitors spent on average 3 min in our website. And 792 000 beer caps were collected by people to exchange for prizes. Client distributed all prizes.
Explain why the method of promotion was most relevant to the product or service
With close to no media budget and brand essence of 'live life to the full', no other activity could be more relevant.