Paulaner Zwickl
Advertisement campaign
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Company
In cooperation with the beer brand “Paulaner“ a campaign was to be developed to draw attention on the new product “Paulaner Zwickl“ within Germany.
This was part of an internal work together with the Brand Manager and the Brand Design students. In the following the strategy and design work is showen.
To Do
We recevied the briefing from the Hamburger agency “thjnk“. The composed teams had to develop a new campaign for the Product “Paulaner Zwickl“. The campaign must not work against the brand positioning of Paulaner. Therefore we had to work out the target group and find out how people like to drink their beer and when?
Target group
To gain a better impression of our target group and to find out when and why they drink beer we started a survey with our friends around Germany. We questioned them about their consuming behavior and if they knew the brand “Zwickl“. We focosed the survey in Munich and Hamburg / North Germany
SURVEY ANALYSE
HAMBURG & CO.
SURVEY ANALYSE
MUNICH
No USP: They don‘t really know for what kind of image “Zwickl“ is standing for.
They drink only in groups or with friends
The bottel shape makes a good impression
Recommendation marketing
Most people drink beer only with friends or in a bigger group. The main part consumes beer in summertime with BBQ. Another reason for the consume is as a way to relax after work. Paulaner Zwickl is mostly unknown in Hamburg.
Main idea
Through our process of analysing the target group and informing about the product we worked out our main idea for the campaign. Here you can see the essence of our main idea.
We take so much time to create our profiles and trying to make them perfect. Instead of enjoying the moment with all our senses we are just interested in our next posts and its look. With this insight we started to intruduce our campaign and communicate our message through emotional pictures and short quotes.
We would like to draw attention to our social media society and show the people that they lose the feeling for the real moments.
The strategy is to confront people with their social media consumption and to show them the real moments with “Paulaner Zwickel“. Just lay down your phone and enjoy. In the following you will see our measures we developed for the campaign.
Pop-Up truck
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Taking advantage of artificail scarity. The Truck apprears for a short time at a lucrative location
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Main target is to reach a high brand knowlege
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Surprise effect: therefore we need indicative measures
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Unites people to enjoy real and honest moments together
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People get a taste of the product
How it is done
Polaroids are a good measure to establish these rare and honest moments, without faking the photos through filters
Main target: draw the attention for the Pop-Up Truck. You can exchange the Polaroids for a beer at the truck
Secondairy target: The polaroids can also be used at sponsered festivals or concerts to establish the real moments for the guests
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Concept
The Pop Up truck is tours through the scene districts of Germany. Start is the home city of Paulaner, Munich.
The yellow Polaroids will be spread around the city where the truck will arrive to call attention to the Pop Up truck
When you get one of the polaroids you can visit the truck and swap the polaroid for a free Paulaner Zwickl beer.
At the truck and around the city zwickl staff will be making fotos to save the experience and the honest moments for the costumer.
Print campaign
By constantly starring at our mobile phone we miss countless moments and views. With our “Out of Home“ campaign we want to draw attention to this and confront people with it. The posters show viewpoints of the city of Hamburg which are only visible for a short time, e. g. when passing by in the S-Bahn.
The world literally rushes past you - mobile phone off and eyes open for real moments. With these poster we want to confront people with their daily life and give them a little impulse to think about their consume . Another advantage is that the posters are adaptable for every city.
Conclusion
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