Campanie
General Information:
Strategic approach:
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MAKING 2021 THE YEAR OF URSUS: 2021 is the year when we challenged ourselves to redesign our brand so we empower more people to choose URSUS when they want a premium beer. You see, the beer world is a world of perception. The beer brand people choose on certain occasions has less to do with their taste in beer and more with the brand universe they buy into and the symbols they attach to it. Foreign = good, Romanian = not quite. Summing up, the uptrade game is governed by occasion & brand value perception. Unfortunately for URSUS, Qualitative data accumulated over time (2016-2020) showed that while the younger, up-trade segment of beer drinkers aged 20-35 loved their URSUS in their own homes, they shy away from choosing Ursus on social occasions - such as going out or at parties. So their personal taste and affinity to URSUS don’t overcome in social demonstrative occasions - where they feel the need to project a more successful image. For this goal, international brands were the #1 choice - since they are still perceived as better, due to their higher price & local cultural norms. After all, we were all brought up to value foreign brands, so we continue to put them on a pedestal. URSUS NEEDED TO CHALLENGE THIS OLD MINDSET. We chose to do so by taking on a gutsy new positioning that empowers people to stay true to their own beliefs, despite the pressure to conform. Plus a packaging redesign to fit the new brand point of view. LISTEN TO YOUR INNER BEAR: Our entire repositioning strategy is based on a universal INSIGHT: URSUS believes there is a confident, true self in all of us - we call it our inner bear. But in social pressure situations, we often ignore this true self and end up doing what we are "supposed to" instead of what we truly want. As of 2021, Ursus encourages us to „release" our inner bear and act the way we truly feel in any situation. Advertising-wise, the new positioning is brought to life with a simple narrative: we show the internal fight each of us goes through in social pressure situations and encourage people to choose the gutsy way vs. the easy way of conforming. Therefore, listening to their inner bear = having the guts to do what feels right for them. REGARDLESS OF THE CHANNEL, THERE IS ONLY ONE WAY TO LISTEN TO YOUR INNER BEAR. Each URSUS project is designed to strengthen new URSUS equity. After the 1st statement done on TV with the story that introduced the new positioning (see new TVC - https://www.youtube.com/watch?v=t0GV2ZWuRIs), we wanted to keep up the momentum for the new positioning and build credibility online. We chose to do a distinctive project that shifts the focus towards real people in real situations listening to their inner bear. OBJECTIVES: Given that we were still building awareness for the new positioning, we aimed to REACH & ENGAGE as many Romanian beer drinkers as possible with our digital project. In numbers, given previous URSUS campaigns’ performance, we aimed to achieve the following: • 10 Million impressions • 2,5 Million video views • 45 000 clicks achieved • 25% VTR on YT and 8% on FB • 5% ER |
Execution:
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