Cannes Lions

BEER

ARTEGENCE, Warsaw / KOMPANIA PIWOWARSKA / 2010

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Overview

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Credits

Overview

Execution

The agency noticed the trend of AV technology segment 3D in 2008. Knowing that the year '09 will be a breakthrough in the field of 3D, agency decided to create the first Polish 3D site and 3D movie and invited Oscar-nominated Baginski to collaborate on a film named 'Run!' One could fully appreciate the film after buying Lech’s multipack, in which 3D glasses were hidden. Activities around the brand launched a discussion in media of the coming revolution in the audiovisual area, as soon compounded by events such as the premiere of the 3D film 'Avatar.'

Outcome

Most amazing was the quality of people visiting the site (with 230 thousand UU and bounce rate about 7%). Content placed on the website and the package itself, which unexpectedly became the media, made consumers choose Lech instead of another beer (because it was sold along with the 3D film of the known director). They also made people come to the site and stay on average 3.5 minutes, voluntarily submitting to the impact of the advertising.

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