URSUS is the beer brand that aims to help people forge lasting friendship through legendary fun. This purpose led to the “legendary adventure stories told over a beer” creative platform and the Wild Wild West-type of executions. As digital plays a key-role in reaching our target consumers, our goal was to continue in this touch point the story told in ATL in an innovative way that will appeal to our audience and generate buzz around the national consumer promo. When key competitors’ national promos meant giving away refrigerators, TVs, consoles, tickets to festivals, mobile bars, hoover boards, cool experiences or gadgets, URSUS decided to launch its own line of… T-Shirts. The line had a cool design, meant to stand-out as a fashion item; the purpose was not to look like the typical branded T-shirts that end as pijamas because no one wants to wear them outside the house. The main challenge for the digital activation was to come up with an online PR campaign with the sole purpose of promoting the URSUS line of T-Shirts, aiming to make them the most desirable promo-prizes in the beer category. Using the help and joyfulness of Sector 7 combined with the latest technology of 360 videos, we created a full digital 360 experience for our audience.
|Strategy:||The campaign’s main objective was to generate awareness for Ursus Wild Wild West NCP and to further drive campaign appeal and participation. In numbers, we set out to: - Reach 600 000 people on FB - considering that the promo prizes accounted for 60000 T-shirts, we estimated that by reaching 600 000 people, at least 1 out of 10 would consider entering the promo - Score 260 000 views/video – matching the average number of views for a non-branded video of Sector 7 in 2015 - Engagement: achieve at least 50% average viewed – considering that URSUS benchmark was of 20% for paid videos. And at least 40.000 interactions for the video content created (the number of total interactions on the URSUS FB page for all the content posted in the month before our campaign) Ursus core target is represented by men between 18-35 y.o., with high education & income, at the age of transition to full maturity, yet still seeing themselves as young & free when they go out. Their core need is to escape from the responsabilties by connecting with their group of friends, because when they get together, it feels like they are stronger, better, funnier. They also place great value on their status and how they are perceived in their group of friends, so they seek to be in trend, spend time online looking for info, entertainment or interact via social media. Digital is part of their everyday life. Since URSUS core target is very digital savvy and interested in everything that is new, but in the same time very selective when it comes to online content, we needed to catch their attention via an unconventional idea in order to reach our objective. The solution was to mix some characters that would generate appealing online content with a new technology that would be interesting for our target. This is how we created the first 360 mini-series in Romania (available both on mobile & desktop), inspired by the atmosphere in Wild West, where users could share a ‘virtual’ beer with a gang of famous stand-up comedians, very relevant for our target.|