| 标题 | Statue Just For Loving Beer |
| 广告公司 | Leavingstone |
| 广告战役 | Statue Just For Loving Beer |
| 广告主 | Leavingstone |
| 品牌 | Beer 34 - Nakahtari Brewery |
| 首次发布日期 | 2015 / 3 |
| 行业领域 | 广告公司 |
| 广告口号 | surprise to honor the people who love beer |
| 剧情简介 | Introducing the first statues a brand put up for its customers right in the middle of the city. These guys didn’t invent anything, or win any wars. We’re honoring them just because they love beer too much.34 - the first Georgian craft beer - wanted to reach beer fanatics - special people who can appreciate a special taste. That’s why we launched 34 with a shocking price tag - 34 Laris a bottle. In other words, it was 20 times more expensive than it’s supposed to be.In five days, we tracked the first heroes to buy 34 and crafted their personal statues. Just as the price went down to an affordable level, we revealed new local landmarks as a surprise to honor the people who love beer. |
| 哲学 | Beer 34 - he first Georgian craft beer targets beer fanatics, so we launched it with a shocking price tag - 34 Laris ($17) a bottle (20x real price). We used these overpriced bottles to find the most devoted beer lovers who’d stop at nothing to get a taste of the special new drink. To reward such unstoppable love of beer, we tracked first brave customers and crafted their personal statues, revealing them in the middle of the city (and online) as the price went down to normal. |
| 问题 | As, the target audience cares about beer quality, 34 has to set itself apart from other local brands, which are widely regarded as cheap and inferior. |
| 结果 | How we found and honored our ideal customers touched the heart of every beer lover in the country. This memorable surprise got widely discussed on the Internet and the national TV, earning 34 instant popularity and the name of “the most valuable beer in Georgia”. The story was covered by 34 (!) publications (majority of the Georgian media), and its video version we posted right after the opening ceremonies got around 174’000 views on YouTube in first three days (the most viral video in Georgia this year so far). During the launch campaign we sold only 230 overpriced bottles. However, this strategy pushed 230% of the planned amount - roughly 25% of the total available beer supply in the first month. |
| 媒体类别 | 互动 |
| 长度 | |
| 更多信息 | http://www.34.ge/en |
| 执行创意总监 | Levan Lepsveridze |
| Social Media Executive | Dito Dolidze |
| Social Media Executive | Beka Raminishvili |
| 摄像师 | Guka Goliadze |
| 摄像师 | Temo Macharadze |
| 创意总监 | Giorgi Avaliani |
| Strategy Director | Giorgi Burchuladze |
| 执行制片 | Natia Gogia |
| 美术指导 | Ia Darakhvelidze |
| 客户经理 | Nikoloz Kakhniashvili |
| 摄像师 | Misha Gogichaishvili |
| CG Supervisor | Giorgi Qobalia |
| 后期制作 | Saba Pruidze |
| Sound Engineer | Tato Rusia |
| 音效设计公司 | Betkholab |
| 模型制作 | Giorgi Gordzamashvili |
| 模型制作 | Valo Imerlishvili |