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Beck's 2018

 

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.

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.

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This 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.

CREDITS:

 Marketing DirectoR
Arnaud Hanset

Marketing Manager
Susanne Koop

Managing PartnerS
Markus Kremer
Thomas Heyen
Florian Klietz

Managing Director
Lars Holling

Account ManagerS
Sabrina Schwartz
Mariah Kattmann

DesigN DiRECTOR
Sebastien Stabenau

Art DirectorS
Ronnie Patt
Sine Hansen
Sudarshan Waghmare

CopywriterS
Jan-Erik Scheibner
Melis Adigüzel
Joy Chakravorty