Brief
Pirinsko was about to launch its new product Pirinsko ICE, a beer, filtered below the point of freezing — at -1 degrees. Our goal was to highlight its icy freshness in a digital environment.
Idea
We thought there is no better way to illustrate the crisp freshness of an ice cold beer than superimposing it on the warmest day of summer. That’s why we created icy-hot banners.
Execution
We used data from Bulgaria’s top weather-forecasting websites to integrate their real-time temperature forecast into dynamic banners. They would be only active on the warmest hours of the warmest days of July.
So, if you are wondering when you could go out and check the temperature, you’d get a real time banner to refresh with.
The banners all lead to a website where everyone could register for a free case of Pirinsko ICE. The website was active only in the warmest hours of the day. Through digital, we managed to reaffirm our main product benefit and also create a consumption habit with our digital audience.
Results
The campaign gained 370 000 impressions, there were 71 234 website visits and 2000 beers given away.
So for when you feel hot Pirinsko has that freshness from the mountain.
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creative director: angel iskrev
creative lead: maksim stoimenov
junior copywriter: tsvetoslav tsonev — tsuro
client service director: sava ahmakov
account director: sanya stefanova
web designer: martina misheva
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