Korea’s IPTV market is highly competitive, but services and video contents that IPTV brands can offer are not easy to differentiate. In order to make difference with competitors and increase B tv’s brand value, we needed a different approach.

Since it’s not possible to offer differentiated technology or VOD contents ‘inside’ the TV,

let’s make unique experience ‘outside’ the TV.

People relax and enjoy their time at home, after a busy day at office, after parenting, on weekends, at the end of holidays – how?

Here comes a common & simple rule for everybody to fully enjoy and relax after busy days.

“TV + BEER = HAPPINESS”

B tv wanted to find a way to even maximize this happiness.

Since TV and Beer are the perfect combination, plus they both start with alphabet ‘B’, we created the ‘BtBeer’ [B tv + Beer], “The world’s first beer made for TV viewers”.

We collaborated with Korea’s NO.1 craft beer brand, ‘The Booth Brewing Co’ in order to produce the best beer. B tv & we created product name, concept, package design, and advertising and promotional campaign, while ‘The Booth’ took care of manufacturing, sales, and distribution.

The high-quality wheat beer, ‘BtBeer’, was developed having a bursting citrusy aroma and fresh fizziness, perfect to enjoy casually, while watching TV at home.

The product was designed in RETRO style, using analog TV screen saver as a visual motive. By placing image of ‘BOOTH-MAN’ (The Booth’s hero character) drinking BtBeer while watching TV, we tried to emphasize BtBeer’s identity as unique beer for TV audiences.

We’ve also produced package box to put 4 BtBeers in it, which can be transformed into a picnic table. It was designed to be useful when people watch TV on the bed, on the sofa, and even outdoors, with beers. The box consists of 4 BtBeers, 1 BtBeer-only glass and a coaster. On the back of the coaster, we hid the voucher offering a pleasant surprise as well as an opportunity to enjoy VOD contents in discounted price.

BtBeer was distributed in the major branches of Korea’s largest retailer store, 'E-mart'. The display at the E-mart itself worked well as an eye-catching medium for BtBeer. And , which provided curated movies & dramas VOD contents that go well with beer, was specially organized and run in B tv.

Also was created with retro style using colorful design motive of BtBeer and famous movie scenes, and executed in B tv.

As a result, B tv achieved the following achievements:

- BtBeer became popular at groceries and were quickly sold out within 2 months.

- Many postings & photos of people enjoying B tv with BtBeer were posted on social media.

- Differentiated B tv from other IPTVs; as a special IPTV brand who cares not only about offering VOD contents but about users’ pleasure and lives.