Brief & Background
Consider the following. You are a beer brand that happens to carry the name of a local mountain known for its extra fresh air and glacial lakes. You are basically an ambassador of The Great Outdoors.
And you are about to launch your new beer for the summer — one that was cooled down to -1 C during filtration for an icy, refreshing crisp taste.
Yup. You are expected to keep it cool for the launch of your new summer brew. And because you already are the best-selling beer brand in the country and people know you well enough, this better be done through actions rather than words.
Insight & Idea
The summer in Bulgaria gets HOT. We’re talking 95°F as the norm. The struggle to keep yourself cool is real. And all the outdoor spots providing an escape from the heat are as precious as gold.
So, what better to do than to point the people to these spots in nature? Right when they need them most — during the peak heat hours of the day.
This is how Pirinsko’s ice-hot banners were born. Banners that show you the closest and coolest spot in nature where you can have a breather from the hot weather. And a bottle of Pirinsko Ice, why not?
Execution
In order to make the whole thing work, we married two data sets: GPS location through Google Maps APi and a weather forecast algorithm.
Thus, serving you both the temperature at your location and the temperature at the nearest and coolest place around you. And of course — giving you the route and exact distance to there as well.
The media was pretty much turned into a direct link to nature. It was only fitting indeed.
Results
Generating more than 8000 uniquely personalized banners with a CTR of more than 8%, and ultimately — a lucky 13% increase in sales.
As for the office’s provisions of Pirinsko Ice — they decreased with a staggering 100% in less than a month. But that’s cool.
A-a-a-almost forgot about the 4 awards the campaign got at the Bulgarian IAB Mixx Awards 2021:
Gold in the category Mobile First
Gold for Effective Use of Data
Bronze for Programmatic
Bronze Digital Craft & Innovation
creative director: angel iskrev
copywriter: petko kolarov
graphic designer: andriana petkova
strategist: kristiyan stefanov
client service director: sava ahmakov
account director: sanya stefanova
