BECK'S 2018
INtegrated campaign/2018/adc silver & bronze/SERVICEPLAN
In 2018 Beck's, one of Germany's largest beer brands, decided for the first time to not go ahead with their usual marketing strategy with one big TV commercial. Instead, they decided to do a number of online and offline activations to generate real brand content around their new claim ‘You make it legendary’. It was a giant leap for the brand and it transformed Beck's into a younger, more active, and innovative brand. We at Serviceplan Campaign International were part of that journey.
LEGENDARY BILLBOARD
A billboard in Hamburg, Germany with a door that leads you to an awesome party and a legendary night.
YOUR BECK'S LABEL
A label design interaction were over 8 million bottles with blank green labels were printed and an app was created for the public to download and design their own Beck's label. In the end 40 designs were chosen and printed on millions of Beck's bottles.
GEGEN BRAUNE FLASCHEN
While the Beck’s label design contest was ongoing in the summer of 2018, a truly disturbing photograph comes out of the right-wing protest in East Germany: Right-wing. extremist protestors carrying a Beck’s promo bottle! We responded to this photograph by pre-releasing a fan-designed label that said, “Gegen Braune Flaschen” or a colloquial that translates to, “Against right-wing idiots”. The design took the internet by storm and generated a lot of organic content for Beck’s.
DO WHAT YOU “LIKE”
A prank where we caught hold of a guy from Hamburg who Liked the ‘Beck's’ page along with a number of other things like particular street art, Mexican food, blockbuster movies, his own profile picture, and other stuff on social media. He got to spend time with everything he liked online including himself (In form of his doppelgänger).
SOUNDPILS:
Based on the simple insight that positive sounds and music actually helps plants grow, we installed live recording booths in Berlin that were directly linked to the Beck's hops fields and people could then talk to the hops and help them grow better. This led to a one-of-a-kind limited edition beer called Beck's Soundpils.
