URSUS COOLER Campaign (2015)

The beer industry is extremely competitive. Differentiation is innovation driven.

Millennials, main target for flavored beer segment, have high expectations regarding communication approach.

Music is the most popular theme of interest for Cooler target preferred by 70% of them.

30% of users interact with both TV and smartphone at the same time.

Create a refreshing marketing mix by combining one of the most popular local artists with our cool brand.

We identified Marius Moga as the celebrity we wish to transfer attributes from.

Based on brand DNA and client objective, we created a hit having in mind the following:

• Out of advertising break exposure
• Earned media on all channels (TV, digital, radio)
• High frequency perception using the clip also for a TVC cut.

To accumulate organic reach, in the first phase of the campaign, the song is launched only in digital while collaboration is not redeemed by the brand.

Revealing second phase by transforming the clip in a Cooler TVC.

Capitalizing the multi-screening context, we developed and activation through Shazam 4 TV.

8,900,000 video views

Live performance on Romania Got Talent final

Earned media exposure 370,000€

1 Summer HIT

Best Native prize @ IAB Mix Award 2016