Sab Miller regarding a challenger brand, which was coming to Romania, approached us. This challenger brand would be in direct competition to Sab Miller’s Pilsner Urquell.
Pilsner Urquell has a unique story to tell, the names derives from a small town west of Prague called Pilsen. Hence the name Pilsner Beer, which became the first Pilsner beer in the world and the first beer to be drunk in a glass instead of a jug.
Pilsner Urquell is still brewed there today and is the number one beer in the Czech Republic and famous all over the world.
It has a unique taste, made only with the finest hops from western bohemia and brewed locally for export worldwide. The challenger brand was also Czech, but instead of being imported, it was to be brewed in Romania with local spring water and the substitution of wheat instead of hops. Although brewed in Romania, it was to be marketed as ‘Prague’s Number One Beer’.
Media selection for the campaign included newspapers, magazines, meshes, bus shelters and OOH.
The target group was primarily male, naturally a discerning beer drinker that could hopefully taste the difference in premium beer, that would cost nearly four times the price of a regular beer.
Should the campaign then become a mix of history, heritage and beer credentials? Or would we be limiting ourselves to even more of a niche market? Or should it be as unique as the beer itself?
We came up with various approaches but settled on a clear and distinctive copy platform, that only we could say as a brand ‘The World’s First Original Pilsner’. No other brands can say this, but then should it be a simple glass and bottle visual? We played with the concept of ‘The Champagne of Beers’ showing beautiful close up shots of mouth-watering beer swirling inside a glass. But if a passer by were not a beer drinker would they even bother to look? The breakthrough came when we compared the look of other glasses of beer to the unique color of Pilsner Urquell. But showing them all side-by –side was very ordinary. The copy platform was unique, the positioning was unique but the creative was disappointing.
There’s only one Original.
What makes someone or something original? What could we depict that was original and much loved all over the world.
Something that when put on a billboard or in a magazine, would stop people instantly? It had to be something that was copied worldwide, but never as good as the original.
La Tortilla, our Mexican fast food client wanted to expand its stores again in 2013 and continue their push for new customers.
Last year, we introduced something unique to the retail fast food business in Romania. At our instigation and to the client’s delight and determination, we created a Mariachi band, with their own Facebook (13,000 followers) that would play live at each of the stores and at certain events. All wrapped up in a promotion that could win the most loyal customers a free trip to Mexico, through radio, flyers and point of sale material.
This year, another push was needed in the ongoing quest for better sales and more outlets, amid competition from the multi-national chains such as McDonalds, KFC, Pizza Hut and the growing presence of smaller outlets selling pizza and shaorma.
Instead of throwing money away on a campaign to educate the public on Mexican food and benefiting the category for other Mexican food restaurants, we had a discussion regarding such a niche market and people’s perception in Bucharest.
Our point of view was that if the competition came from pizza and shaorma outlets, then the ‘Paradigm Shift’ for his business and to open up future possibilities was to embrace the competition, instead of taking them head on.
On average, most people everywhere have eaten pizza and shaorma is a favorite street food, growing in popularity in Bucharest every day.
Thus together, we created ‘La Tortilla Pizza Rustican’ with 5 different variations and ‘La Tortilla Shaorma’ again, with multiple choices of ingredients.
This new direction was part of our new ‘Welcome to the family’ positioning campaign. We also increased their social media offering, establishing through Facebook, individual Facebook pages for each location to give more of a local community flavor to each neighborhood and in turn we have increased La Tortilla’s Facebook presence to over 120,000 followers.
To embrace this shift in emphasis, a new advertising campaign was developed comprising targeted radio, digital, flyers and window banners. It was a win, win situation for all concerned, not just for the bottom line but would also offer the customers more variety and attract even non-Mexican food consumers.
We were very interested in a brief from the National Council against Discrimination, regarding the problems facing the Intellectually Disabled in Romania.
Once we delved into the research on this subject, we were also quite shocked, after talking one-on-one with parents and grandparents regarding the levels of misunderstanding and the amount of abuse involved.
Some of the stories were harrowing to say the least, not just the abuse directed towards their children on the street and public transport, but also at home from family members and even at times from hospital care givers.
We wanted to create a campaign that struck right at the heart of the situation, no analogies or innuendos. But a hard-hitting depiction of what it’s like to be in their shoes 24/7.
The general public tended to show their hostility, as if these people suffered from some contagious disease, or a source of evil or bad luck. Sometimes they would turn their backs when they walked by or confronted them with profanities.
We decided to visualize the many forms of abuse, rather than focusing on the people who were being subjected to these rants of discrimination.
We produced a 30’ and 60’ Television campaign backed up by 30 sec radio.
RSC – Romanian Software Company
Hospice Casa Sperantei
G Market Stores
Hospice Casa Sperantei
A Day in the Park
Bank of Ireland
Bank of Ireland – Grandparents
Bank of Ireland – Dog
Bank of Ireland – Baby
G Market – Fish
Miracle Whip – Bear
Chrysler – Open Roads
Corona – Miles away from ordinary
ATT – Jaguar XF