A Reward from the Brewer
Information
Campaign: A Reward from the Brewer
Client: URSUS Breweries
Brand: Timișoreana
Entrant Agency: GMP Advertising
Brand: Timișoreana
Entrant Agency: GMP Advertising
Background/Objectives
Strategy
Results
Heavily attacked on its strategic communication territory, beer market leader Timisoreana needed to secure its mainstream consumer base by reinforcing brand equity through a Christmas-dedicated campaign, supported by a promotional offer.
With Christmas becoming less authentic and more commercial, Timisoreana’s stratgy was to encourage and applaud consumers for honouring traditions, ofering more than a gift: a reward.
In just 1 month of campaign, key brand image drivers and critical Bought Most Often loyalty indicator outgrew objectives; Timisoreana stole share from its direct competitors.