Warsteiner
Give people guidance & represent the good in times of crisis
Today, there is little good in the news. In times of economic crisis and natural disasters, it is difficult for brands to disseminate credible optimism. It is therefore important, that strong brands give people guidance and represent something: the good. We thought this was especially important for a premium brand like Warsteiner in Germany. The challenge for the Vizeum team in Germany was to create a platform, which boosted the Warsteiner brand emotionally, while at the same time the leadership of the brand was emphasized positively. The influential opinion-leading target group had to be addressed across all relevant touch-points.
With the “good news of the day”, in close cooperation with news channel n-TV, HMS Group Vizeum developed a new concept exclusively for Warsteiner. The editors of n-TV selected a positive message that was spread through its tailor-made TV format Exchange-Split, on a separate microsite online, via its own iPhone App and out-of-home on digital Infoscreen posters. With the news channel we found the perfect partner for the brand Warsteiner: n-tv met the premium approach and stands for the highest credibility like this new and exclusive special ad concept. With its unique design this tailor-made platform supported the alignment and positioning of the premium brand Warsteiner in an excellent way.
In the first five months of the campaign “the good news of the day” generated more than 100 million contacts. Of this, over 16 million contacts on TV, 15 million more contacts online and mobile and 71 million additional outdoor contacts on the Infoscreen presence. People are eager to watch good news. This is underlined by more than 1 million downloaded videos in 5 months. This allowed Warsteiners “good news of the day” to occupy the top rankings of n-TV’s video portal. That also means visibility on their homepage without extra media budget. The trade loved it too:
“My compliments for this new special advertising! Amidst the large amount of negative news, the “good news of the day” appears as the ray of hope – and the brand Warsteiner is cleverly integrated into this message.”
Peter Blähser, „Brauindustrie“, issue Jan. 2010
Market: DE
