Beck’s wins the MARKET award for the most effective promotion with the “Start whatever you want” campaign

Promotional campaign Start whatever you want powered by Beck’s and signed by VMLY&R won, at the 2022 Market Awards Gala, the trophy for the most effective promotion in the category of alcoholic beverages.

Start whatever you want is a 360 promotional campaign that encourages consumers to do what they are most passionate about. The insight of the campaign starts from the hidden opportunity from the pandemic period, when the universe of Romanians was reduced to their own home. But that meant more time for future plans and thoughts. People have reassessed what really matters to them. So, after two years of the pandemic, distant dreams and long-forgotten passions have surfaced. Romanians gave themselves an ultimatum to follow their passions, what really matters to them. In this context, Beck’s intervened to punctuate an important moment.

The results of the campaign were historic: over 1400000 promo codes registered (the registration rate exceeding the 2022 target by over 30% and the 2021 results by over 45%).

National promotion Start whatever you want was on a mission to become a reward platform for Beck’s consumers, versatile enough to cover any possible passion. With prizes of €100 per hour to kick-start the pursuit of passions and the top prize of €65,000, Beck’s ran an extensive campaign that included TVC, digital and trade components to generate awareness and interest among target audience.

Online, Beck’s brought 8 consumers face-to-face with their long-deferred passion in The Choie Experiment. Andrei Lacătuș – Shurubel was the moderator of the experiment, but also of a podcast in which he invited Raul Lupaș from Mind Education, where they did a deep dive into our relationship with passions.

In 2022, the challenge of the agency-client team was not an easy one: we had the task of surpassing ourselves. After the 2021 NCP that exceeded all set KPIs, in 2022 we were challenged to do even better, taking the platform’s recipe for success to the next level. The results once again showed us the effectiveness of a well-thought-out mix: suitable mechanics, attractive prizes, an authentic story, cohesive execution and flawlessly implemented in all key channels. We were happy that, in unison with the clinking of the many recorded codes, we also heard the enthusiastic voice of the consumer, which resonated with an inspiring content.”, Laura GheorghiuGroup Account Director VMLY&R.

The award was designated following a complex process, through the method of cross-voting between representatives of retailers and suppliers. The voting process was coordinated by ISRA Center, a specialist partner of the PIAŢA Awards. During the voting period of 21 days, 590 voters expressed their voting options, whose cumulative voting rights were between 40% and 63% of the total, since, as is known, each voter has a number of votes proportional to the market share of the company it represents. Thus, the votes cast decided the destination of the 52 PIAŢA trophies.

The teams:

VMLY&R:
Alex Petrescu – Creative Director
Mihai Șițirig – Group Creative Director
Victor Trifan – Senior Art Director
Cristian Nichita – Senior Designer
Mina Ionescu – Business Unit Director
Laura Gheorghiu – Group Account Director
Cristina Onica – Account Manager
Denissa Mic – PR Director
Melania Adam – PR Manager
Octavian Aftanasa – Senior Social Media Manager

Bergenbier SA:
Andreea Nistor – Brand Manager Beck’s & EU Imports
Teodora Agafitei – Marketing Director


Source: IQads by www.iqads.ro.

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