Hamburg, 24. October 2014 – In this years Field Marketing and Brand Experience Magazine Awards ceremony in London STEIN received one of the coveted trophies in Gold for its Tuborg Beer campaign in Russia.
The jury highlighted in its explanation that the STEIN campaign for the Danish beer brand successfully managed the challenges of the Russian market with severe advertising and marketing restrictions with regards to the gastronomy and Above-the-line segment: The on-trade environment does only allow an indirect communication with consumers, an open communication with the target group is solely possible in the retail environment. Despite these difficult conditions the brand Tuborg was activated within the dark market Russia in on- and off-trade with subtle and individual approaches.
By developing a consistent look for the brand with the main focus on music and by using the clockman-shape – Tuborgs brand symbol – as a core design element, STEIN created a strong recognition effect in the target group. Unusual displays and ceiling danglers with 3D-layer-effect attracted the consumers’ attention in the key retail environments. For the on-trade channel “Green Lounges” were designed to bring the brand across by using typography and brand elements without actually saying “Tuborg”. As a result, during the seven months of the campaign the Tuborg brand awareness rose significantly and the sales per shop went up across the board.
Frank Wainwright, editor FMBE magazine and director of the FMBE awards, explains the decision of the jury: “Beautiful campaign that made a virtue of subtlety and attention to detail, and had huge, well-founded belief in design and colour.”
Lars Roisch, Managing Director STEIN, comments: “We are really proud to have won Gold in the Most Effective Small Scale or Local Campaign category an the FMBE Awards for our Groups’ work with Tuborg Beer in Russia. This campaign shows that by employing a holistic approach even when restricted by dark market terms successfully lead to a penetration of Tuborg brand values and equities.”
