Lowe Vibe and Lowe&Partners venture into a new campaign for Beck’s
3 holiday spots, 3 unique experiences, 1 single adventure
Bucharest, September 19, 2012. Either you dream about being at sea or on land, wandering through a safari or at 5000 feet high flying, visiting an exotic garden or taking a ride on an elephant, Lowe Vibe and Lowe&Partners are building up an incredible adventure for all tastes. Beck’s will reward its customers with 3 journeys around the world in 3 places from 3 continents. What’s even more interesting is that the winner gets to make the choice on the places he/she wants to visit. In this way, „Win your own adventure” becomes an adventure for all the adrenaline hunters, but also for those who dream more about a quiet place.
„Win your own adventure” is an amazing campaign that talks about Beck’s brand values – adventure, creativity, free spirit – authentically implementing the brand message „Follow your inner compass”. We wanted to bring our customers even closer to these values. And because a simple vacation would not have been enough, we’ve decided to offer them real life experiences, to make them part of the true essence of Beck’s values”, said Beck’s representatives.
The agency team went beyond the common promotional brief and created an unique concept: a personalized itinerary, which allows the winner to make a pick out of 18 possible destinations. The journey starts in Europe – from Paris, London or Amsterdam – and continues till Asia and South America. The winner will have to choose between places like Singapore, Tokyo, Hong Kong, Rio de Janeiro, Punta Cana or Mexico City. In the end, the winner will have visited 3 destinations from 3 continents in just 12 days.
„From the moment we saw the client’s brief, the challenge was really clear for us: how do you make something that everyone has been doing for years now, in every way possible, be different? Well, I would say – and without any modesty – finally and somehow we nailed it. Of course the supreme advantage came from the DNA of the brand, with its „follow your inner compass”, and from here we were only one step away. This is how we got to the element of surprise, namely the gradual reveal of the destinations, which makes the whole adventure even more attractive. My one and only regret is that I can’t participate,” said Alexandru Tarog, BTL Manager Lowe Vibe.
To enter into the contest, you have to send out a message with the code under the Beck’s caps to 1893 or go to www.beck’s.ro. Contestants also have the chance to win photo camers and thousands of six packs of Beck’s.
The campaign will be running from September 17 and November 19 on TV, radio, online, POSM and mobile.
HyperActive developed the microsite of the campaign and the Facebook application, called „Discover the world with Beck’s”. Everyone who downloads the application, goes to a journey around the world, into the future. On the personal wall, the app simulates the experiences, as if the user had already been in the locations found on the promotional map.
The Mobile Works team created a special app for smartphones, already available in Appstore, which explains the entire mechanism of the campaign, by scanning the promotional label. More than that, the app offers a 360o experience around the world. The user can get to all destinations from the campaign, discover the surroundings and choose his/her favorite holiday spots.
- – Beck’s: Ecaterina Bordei – Brand Manager International Premium Brands, Anca Stoica- Junior Brand Manager International Premium Brands
- – Lowe&Partners: Corina Angearu – Account Manager, Alexandru Micu – Senior Art Director
- – Lowe Vibe: Alexandru Ţarog, BTL Manager
- – HyperActive: Alexandra Trofin – Account Manager, Mihaela Nachi – Account Executive, Mihai Caluseriu – Art Director, Andrei Fodolica – Copywriter, Irimia Suleapa – Development Team Leader, Robert Sumarocov – Flash Developer
- – Mobile Works: Alex Putineanu – Managing Director, Andreea Daniel – Account Manager, Roxana Sîrghie – Account Executive, Vlad Hera – Senior Account Executive