Bavaria: Bavaria

Credits & Description:

Client: Bavaria
Agency: Fama Volat
Production Company: Blauw Gras & Cliff
Concept Creator: Fama Volat
Illustrator: Thorvald Van Wijnsberge
Director: Jonathan Smit
Project Lead Client Side: Michel De Kruijf, Florent Renders, Rinske Van Den Bos
Media Agency: Mind Share
BRIEF
The Challenge: Bavaria sales numbers are decreasing across all segments. Not only nationally, but even in their own back yard : the south east of the Netherlands (which happens to be the region where Carnival is celebrated).
The objective; Create a relevant brand activation that claims ‘Carnival’ in the region. Turn proud carnival-lovers into proud Bavaria drinkers. Make them see that Bavaria is THE beer for them, because it’s their locally brewed beer.
Target audience: All carnival lovers between 18–90 years old.
Background information: Every year the south regions of the Netherlands (mostly the provinces of Brabant and Limburg, and partly Zeeland) celebrate Carnival. Carnival is a Western Christian festive season.
Carnival typically involves a public celebration and parades. People wear masks and costumes, allowing them to lose their individuality and experience a heightened sense of social unity. Also a common feature of carnival is social satire and playful mockery of authorities.
IDEA
We wanted to hand all Carnival-lovers something they highly appreciate and that they can relate to.
Insight: People who want to celebrate Carnival need to ask for unpaid time off from work.
So Bavaria took a stand on behalf of all Carnival-lovers. We used our democratic right initiating a citizens' initiative lead by former pro-soccer player Björn van der Doelen. At least 40.000 signatures are required to put it on the political agenda and force the parliament to discuss the initiative to make Carnival a public holiday. After that initiative had gone viral, Bavaria claimed their involvement by launching the TV commercial. Which aired on local TV (Omroep Brabant) and online. The movement grew on- and offline as well as on- and off-trade. By means of social films, locally targeted posters & print, sales promotions and horeca activation.
It all resulted in an enormous amount of PR and free publicity. It even sparked a nationwide discussion on National Holidays. And surely claimed Carnival.
IMPACT
While entering this case the campaign is still in progress.
The campaign will run until Carnival. By the time you read this, we will have been to the Dutch political capital of The Hague, and we will have handed over the signatures to minister Klaas Dijkhof. This will possibly result in even more PR coverage.
So the results shown below will most likely have been surpassed by now…
RESULTS
One signature every 2 seconds in the first 48 hours
Almost 10.000 unique visitors during peak-hour
PR VALUE; €850.942 (CLIPIT)
REACH; 43,5 MILION PEOPLE
98% positive brand association
Social impressions: 3.005.562
Trending on twitter & youtube
32.116 responses
10.420 comments
10.658 shares
…and counting