0
impressions
0
key message inclusion
0
positive sentiment
0
PR placements
Challenge
With the overall lager beer category facing declining sales year-on-year, Budweiser is continuously challenged with driving long-term distinction and preference amongst consumers. How can the “King of Beers” become synonymous with the best of America in a way that ensures lasting cultural relevance and meaning amongst existing and new audiences? Given today’s cultural climate and the rise in nostalgia powered innovation, Bud aimed to identify key cultural moments that, even if rooted in the past, are every bit as relevant today as they were back then.
Solution
2019 marked the 100th anniversary of the birth of baseball legend, Jackie Robinson – breaking the color barrier to become the first African-American to play in the major leagues. Couple this remarkable moment with Budweiser’s century-long love of the great American pastime, baseball, and consider the brand’s long history of championing our nation’s greatest – celebrating ordinary people doing extraordinary things – and we had the foundation for a ground-breaking campaign.
We raised our Bud to the icon who changed the sport and the nation, setting everything against a larger cultural backdrop that’s every bit as relevant today as it was then – the push for equality and the championing of those who break barriers to push culture forward.
We tapped relationships with Spike Lee, the MLB and the Jackie Robinson Foundation to define rich, activations that would deliver lasting, purpose-driven impact. We created a 360 holistic plan that was included in 10+ channels (MLB/NBA TV, Cinema, Facebook, Instagram, Twitter, YouTube, MLB channels, Static OOH billboards/buses, Digital OOH Link/Billboards, print/newspapers, Search, in MLB stadium video) with National overlay.
Using our people based data platform, M1, we defined key Budweiser audience segments. We then identified those with relevant passions and interests and honed in on media habits, and behaviors. We cross-referenced audience-rich markets with the presence of major league baseball teams, game times and stadium locations to identify key areas and opportunities for deepening our impact.
We let everyone know that 42 cents of each limited edition #42 Budweiser bottle sold would go to benefit the Jackie Robinson Foundation. We further directed people to Budweiser.com/Jackie to experience Spike Lee’s film and learn more about Budweiser’s commitment to the community.
Results
The campaign drove over 1 billion impressions. We delivered on all our goals for the campaign:
- 99% PR message inclusion (above 90% benchmark)
- 95% positive sentiment (above 90% benchmark)
- 70% video completion rate (above the 50% benchmark)
- Won Drum awards creative work of the week
- Doubled the benchmark engagement rate on Facebook/Instagram
- 2% sales trend improvement after launch from the previous 4 weeks
And we set the foundation for a longer-term relationship to drive societal impact with the Jackie Robinson Foundation.
Mastercard Israel:
Launch of Mastercard Day
Developing a new growth engine to counteract the effects of the global COVID-19 crisis and leveraging the Mastercard brand in Israel to new heights.
1st for Women: 16 Days of Light
Diversity and inclusion
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
FoxP2: IndieFin
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar: Volkswagen
Road Tales
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Isobar: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.