Golden Brau 0% - The Cart Crash
In a nutshell
Romania tops Europe in alcohol consumption at home and alcohol-related car accidents, as well.
While 0% alcohol beer sells well in HoReCa, but not so well in hypermarkets, we needed to remind people that traffic accidents can happen after leaving a home party, as well.
In crowded hypermarkets across Bucharest, we replaced regular shopping carts with crashed shopping carts, each bearing a simple but effective message: don't drink and drive.
With a minimum budget, sales for Golden Brau 0.0% alcohol in-store went up by 98%.
Geometry Romania 2018
Awards
KIAF 2018:
5 x Bronze for Brand Environment & Experience Design; Single Channel Campaigns; Use of Special Events, Stunts, Sponsorship, Promotions; Use of Non-Traditional and Ambient Media; Non-Alcoholic Drinks, Out of Home.
PIAF 2018:
2 x Bronze for Flash impact, Creative Sales and Sales Support; Best Beer Ad
Whitesquare 2018:
1 x Silver for Low Budget Campaigns
4 x Bronze for Use of Media, Ambient, Brand Environment & Experience, Promo & Activation
Special Award of Creative Jury for Brand Experience
Shortlist for Social Oriented Campaigns
Wow Done Awards 2018:
1 x Silver for Direct Marketing – Channels
2 x Bronze for Brand Experience & Activation – Retail Experience & Activation; Industrial – FMCG
Shortlist for Industrial – Non-Alcoholic Drinks