Client: Ursus Breweries
Services: POSM design | Field execution
Channels: Off Trade | On trade
Draught beer is fresh and tasty, but hasn’t gained enough popularity among consumers… yet.
So, the challenge is to stimulate draught beer consumption through creating memorable experiences, loyalizing the existing consumers , converting other consumers to try Timisoreana beer.
The solution: Launch a 2 month national consumer campaign during the summertime in July and August in the most important bars and pubs around Romania.
The mechanic: For every 2 beers aquired (RGB or draught), the consumers receive a frosty, fresh draught beer for free. The beer is offered by teams of 2 master brewers that are present in the selected pubs and bars.
– the campaign rolled out in 38 counties in Romania
– 35,000 km have been covered
– the master brewers talked to 15,000 beer drinkers in pubs and terraces
– 8.000 draught beers have been offered