PR > Campaign
LEAVINGSTONE, Tbilisi / BREWERY NATAKHTARI / 2017
Overview
Credits
CampaignDescription
We simply set an uplifting example for everyone to see and believe in.
We decided to stage a public stunt to engage an entire country and help people cheer up a bit. A man in the hammock is a true Georgian symbol of having no worries. We gave a new life to the legend by making it fly with a simple, surreal solution - hang it on a drone.
ClientBriefOrObjective
-Overall budget for the viral campaign was $13,591
-Production costs - $10,891 (Mannequin production, Video production)
-Paid media (budget for Facebook Advertising)- $2,700
-Earned media across Georgia - $74,192
Execution
We suspended a hammock on a drone and flew over the largest cities of Georgia. A mannequin in the hammock was engineered to relax and sip on a bottle of beer.
Bystanders thought the stunt was for real, started taking videos and photos.
By the next morning an authentic video shot by one of the eyewitnesses had up to 1.5 million views in Georgia and was already a global sensation - getting covered by a number of international media sources.
Following the buzz, we stepped in with all the media channels to reveal the brand behind this unbelievable stunt, and introduce our brave mannequin. The full story went all over Georgian social media and was covered by local prime-time news and entertainment shows, cutting through the cloud of the usual negativity.
Outcome
Results for the first 2 weeks:
We virally reached 67% of all Georgians online.
2.5 million total video views in Georgia.
50,932 positive Reactions, comments & shares.
150 online articles describing the full story.
34 million total video views globally
There is no data about actual sales yet, but the demand from retail stores and wholesalers has increased by 81% after our campaign took off.
And that’s just for the two weeks into the campaign! The flying hammock is still in the air to promote Natakhtari light and remind Georgians to lighten up.
Relevancy
For the launch of a new light beer, we needed to get the brand noticed by the entire country and provoke the first trial. We structured the campaign to engage the audience directly and prompt their active participation - take photos and share on personal social media. By having the public literally create breaking news, we gave the national media an authentic, positive story to cover.
As a result, our campaign broke all records as the most viral story out of Georgia for the past five years.
Strategy
Aimed at young beer lovers, digital natives, we wanted to create a real news story with a potential to go viral. We planned and executed a stunt, which prompted the onlookers to engage - take photos and videos, and create the breaking news themselves.
The first flight took place in Khashuri - a small town in Georgia known as the “the capital of hammocks” for its history in hammock manufacturing. The cultural context increased the potential of our stunt to excite the Georgian audience and give local media a positive story to cover.
Synopsis
Background
Natakhtari Brewery just introduced a new light beer in Georgia - a country with one of the lowest ranks on the World Happiness Report (125th place out of 155). For the last few years economic crisis, and strained political relations with neighboring countries have been making everyday news headlines more and more stressful. It seems there’s nothing good is happening in Georgia.
Challenge
How can we inspire an entire nation to take it easy, chill out and lighten up?
Objective
Introduce a new beer to young digital natives (18-30) and provoke first trial on a well-saturated market with 56 different beer brands.
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