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With Golden Brau, you’ve got a VIP account!Bucharest, 21 July 2008
Golden Brau, an already renowned brand for its successful promotional campaigns, is officially launching a new promotion with an amazing prize: 100,000 euros in a Switzerland account! Besides the main prize, participants can also win 1,000,000 beers or they can always rejoice being a VIP on the cover of the online magazine www.goldenvip.ro.
The campaign’s tagline is “With Golden Brau, you’ve got a VIP account”. Who has never dreamt of fame and money’ gleam? “The campaign’s prize, 100,000 euros in an Swiss bank account, connects the Golden Brau winner with other Swiss bank account owners”, says Petru Teodorescy, Senior Copywriter McCann/Creative Services, about the campaign’s creative concept.
The TV spot is a glimpse of a VIP’s life: speeding in a Ferrari, flying in a private jet or enjoying a chess match in a rich man’s mansion. “Shooting the spot has put us in quite a variety of situations. We’ve been in a 600hp Ferrari, we’ve strolled through Snagov mansion, and we’ve been in a private jet on our last day. We’ve done a lot in two days’ shooting time,” says Petru Teodorescu.
In the online world, the campaign “With Golden Brau, you’ve got a VIP account” is promoted through an interactive mini-site, a weekly magazine, www.goldenvip.ro. In the first 6 issues, paparazzi follow the three characters from the TV spot step-by-step, and the last issue will be dedicated to the campaign winner – interviews, articles about the true VIP life, and a photo gallery. However, the biggest surprise is that each visitor may create his or her own magazine and send it to friends.
“We have carried on the message of the campaign to the Internet world. We have attempted to increase the campaign’s impact by adding personal and emotional value to the ATL message. We are supporting the online promotion through a very interactive medium,” explains Mihaela Cerchez, Account Manager MRM Partners.
The campaign mechanism is quite simple: the consumer must add up the numbers under the promotional Golden Brau caps and, if it adds up to 100,000, he/she will win 100,000 euros in a Swiss bank. If not, 1.000.000 beers can still be won on the spot. The 0,5 L bottle, the 2 L plastic bottle, and the 0,5 L can are eligible in the competition.
The campaign is signed by the McCann Erickson agency, together with MRM Partners and the Golden Brau team.
The McCann team: Alexandru Dumitrescu (Deputy Creative Director), Titus Dumitrescu (Group Creative Director), Petru Teodorescu (Senior Copywriter), Ionut Cojocaru (Art Director), Gabriela Alexandrescu (Account, Director), Silvia Boeriu (Account Manager), Monica Gheorghe (Account Executive), Adrian Radu – A/V Producer, Silvia Zbarcea (Media Manager Universal McCann).
The MRM Partners team: Carmen Sterian (Client Service Director) and Mihaela Cerchez (Account Manager), Ionut Juganaru (Art Director), Adrian Dumitrescu (Senior Flash Manager), Andreia Bunea (Senior Copywriter).
The Golden Brau team: Andreas Stieber (Marketing Director), Narcisa Camarasoiu (Group Brand Manager), Daniela Grigorescu (Brand Manager).
The TV spot has been produced by Castel Film. Director – Michael Toft, DOP – Tudor Lucaciu
The campaign will take place between July 15 and August 31 through offline (print, TV, Radio, OOH) and online (www.goldenvip.ro – dedicated website) marketing channels.
Contact person: Andreea Leonte, McCannPR, andreea_leonte@mccann.ro, phone 232 3727
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