Beck's You make it legendary|短视频|广告营销案例【ADGuider广告指南】

贝克的你让它成为传奇

案例简介：贝克和 Serviceplan 国际活动为传奇的夏天做准备贝克啤酒是德国全球最畅销的啤酒品牌，也是德国酿酒的傀儡，它发起了一场运动，呼吁人们采取主动，让每一刻都与众不同。新的说法 “你让它成为传奇” 是跨媒体活动的核心，包括电视和电影广告、在线活动、节日活动和 POS 营销。作为代理合作伙伴，Serviceplan Campaign International 自年初以来一直主持由安海斯-布希英博提供的既定啤酒品牌的广告预算。这场运动代表了他们的第一次合作。在今年年初的一次成功宣传之后，这项运动已经由汉堡通信之家的 Serviceplan campaign International 开发和实现。跨媒体概念的目标是品牌形象的当代发展，对 “自由” 这一压倒一切的理念有了新的诠释。令人信服的运动是关于每一刻的独特性，只有通过个人的行动才能成为传奇。在这种背景下，贝克被提升为理想的伴奏。美国摇滚蓝调乐队 Welshly Arms 的歌曲《传奇》强调了这场运动的核心声明。极具象征意义和传奇意义的贝克的船亚历山大 · 冯 · 洪堡客串，没有它，现场将无法完成。这艘船一直是品牌传播的重要锚。 Serviceplan 的创意总监马库斯 · 克雷默和托马斯 · 希恩解释道: “为这样一个有声望的品牌工作简直很有趣; 没有多少品牌可以缩减广告，让情感为自己说话。这场运动基于一个简单而不言而喻的公式: 没有你，美好的时刻不会精彩。" Anheuser-Busch InBev 德国公司的营销经理 Susanne Koop 补充道: “今天，比以往任何时候都有更多的选择和选择。因此，消费者感到不知所措，有时倾向于根本不做出任何决定。我们想表明，每一刻都可以成为非常特别的事情，但前提是消费者做出积极的贡献，这让他们成为焦点。因此，新贝克的现场不仅展示了地球上最孤独的地方的图像，还讲述了人们和他们个人时刻的故事，” 这个地方现在可以在电视上看到，是针对渴望发现的年轻城市啤酒饮用者的。专门针对这一目标群体实现的数字格式以及销售点和其他营销将在更大的节日中使用。这场运动另一个引人注目的元素是不来梅贝克啤酒厂的大型充气装置。在今年年初的一次成功宣传之后，这项运动已经由汉堡通信之家的 Serviceplan campaign International 开发和实现。跨媒体概念的目标是品牌形象的当代发展，对 “自由” 这一压倒一切的理念有了新的诠释。令人信服的运动是关于每一刻的独特性，只有通过个人的行动才能成为传奇。在这种背景下，贝克被提升为理想的伴奏。美国摇滚蓝调乐队 Welshly Arms 的歌曲《传奇》强调了这场运动的核心声明。极具象征意义和传奇意义的贝克的船亚历山大 · 冯 · 洪堡客串，没有它，现场将无法完成。这艘船一直是品牌传播的重要锚。 Serviceplan 的创意总监马库斯 · 克雷默和托马斯 · 希恩解释道: “为这样一个有声望的品牌工作简直很有趣; 没有多少品牌可以缩减广告，让情感为自己说话。这场运动基于一个简单而不言而喻的公式: 没有你，美好的时刻不会精彩。" Anheuser-Busch InBev 德国公司的营销经理 Susanne Koop 补充道: “今天，比以往任何时候都有更多的选择和选择。因此，消费者感到不知所措，有时倾向于根本不做出任何决定。我们想表明，每一刻都可以成为非常特别的事情，但前提是消费者做出积极的贡献，这让他们成为焦点。因此，新贝克的现场不仅展示了地球上最孤独的地方的图像，还讲述了人们和他们个人时刻的故事，” 这个地方现在可以在电视上看到，是针对渴望发现的年轻城市啤酒饮用者的。专门针对这一目标群体实现的数字格式以及销售点和其他营销将在更大的节日中使用。这场运动另一个引人注目的元素是不来梅贝克啤酒厂的大型充气装置。

贝克的你让它成为传奇

案例简介：Beck's and Serviceplan Campaign International set for a legendary summer Beck's, Germany's best-selling beer brand worldwide and figurehead for German brewing, have launched a campaign calling on people to take initiative and make every moment exceptional. The new claim "You make it legendary" is at the heart of a cross-media campaign encompassing TV and cinema spots, activities online and at festivals and POS marketing. As the agency partner, Serviceplan Campaign International has presided since the beginning of the year over the established beer brand's advertising budget, which is provided by Anheuser-Busch InBev. The campaign represents their first collaboration. Following a successful pitch at the beginning of the year, the campaign has been developed and realised by Serviceplan Campaign International in the House of Communication in Hamburg. The aim of the cross-media concept is the contemporary development of the brand image with a new interpretation of the overriding idea of "freedom". The compellingly campaign is about the uniqueness of each moment, which can only become legendary through the actions of the individual. Beck's is promoted in this context as the ideal accompaniment. The core statement of the campaign is underlined by the song "Legendary" by the US rock and blues band Welshly Arms. The heavily symbolic and also legendary Beck's ship, the Alexander von Humboldt, puts in a guest appearance without which the spot would not be complete. The ship is and has always been an important anchor in the brand's communication. Markus Kremer and Thomas Heyen, Creative Directors at Serviceplan, explained: "Working for such a prestigious brand is simply fun; there aren’t many brands that can pare down the advertising to that extent and let emotion speak for itself. The campaign is based on a simple and self-evident formula: without you, wonderful moments cannot be wonderful." Susanne Koop, Marketing Manager at Anheuser-Busch InBev Germany, added: “Today, there are more options and more choice than ever before. As a result, consumers feel overwhelmed and sometimes tend not to make any decisions at all. We would like to show that every moment can become something very special, but only if consumers make an active contribution, which puts the spotlight on them. The new Beck's spot therefore not only shows images of the loneliest places on earth, but also tells stories about people and their personal moments," The spot, which can now be seen on TV, is directed at young urban beer drinkers with a thirst for discovery. Digital formats realised specifically with this target group in mind along with point-of-sale and other marketing will be used at the bigger festivals. Another attention-grabbing element of the campaign is the large inflatable at the Beck's brewery in Bremen.Following a successful pitch at the beginning of the year, the campaign has been developed and realised by Serviceplan Campaign International in the House of Communication in Hamburg. The aim of the cross-media concept is the contemporary development of the brand image with a new interpretation of the overriding idea of "freedom". The compellingly campaign is about the uniqueness of each moment, which can only become legendary through the actions of the individual. Beck's is promoted in this context as the ideal accompaniment. The core statement of the campaign is underlined by the song "Legendary" by the US rock and blues band Welshly Arms. The heavily symbolic and also legendary Beck's ship, the Alexander von Humboldt, puts in a guest appearance without which the spot would not be complete. The ship is and has always been an important anchor in the brand's communication. Markus Kremer and Thomas Heyen, Creative Directors at Serviceplan, explained: "Working for such a prestigious brand is simply fun; there aren’t many brands that can pare down the advertising to that extent and let emotion speak for itself. The campaign is based on a simple and self-evident formula: without you, wonderful moments cannot be wonderful." Susanne Koop, Marketing Manager at Anheuser-Busch InBev Germany, added: “Today, there are more options and more choice than ever before. As a result, consumers feel overwhelmed and sometimes tend not to make any decisions at all. We would like to show that every moment can become something very special, but only if consumers make an active contribution, which puts the spotlight on them. The new Beck's spot therefore not only shows images of the loneliest places on earth, but also tells stories about people and their personal moments," The spot, which can now be seen on TV, is directed at young urban beer drinkers with a thirst for discovery. Digital formats realised specifically with this target group in mind along with point-of-sale and other marketing will be used at the bigger festivals. Another attention-grabbing element of the campaign is the large inflatable at the Beck's brewery in Bremen.