Transcript ENTRY TITILE: CATEGORY: TUBORG GREEN BACKSIDE LABELS E - innovative media

ENTRY TITILE: TUBORG GREEN BACKSIDE LABELS
CATEGORY: E - innovative media
MARKET: CROATIA/HUNGARY
BRAND: TUBORG GREEN
AGENCY: IMAGO REKLAMNA AGENCIJA, ZAGREB, CROATIA
SUMMARY:
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
Transform Tuborg Green back labels into powerful communication tool.
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
Tuborg Green is finding its core target group within young people 18-24 that appreciate fun,
experience and exploration of various occasions.
Such target group is quite specific, their members have developed special kind of
language/slang, particular needs and habits....so, in order to understand them, we wanted to
achieve direct link towards them, using their point of view, using their type of words.
By associating our product with such background thinking frame as well as using the
communication potential of the back label on the bottle, we managed to turn bottle not only
into great communication channel, but also into interactive tool that enabled us to achieve
high level of relevance in the eyes of our consumers.
Using such strategic approach, we have proved that usual, dull things can be transformed
into unexpectedly creative media.
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
On the front side of back label people were invited to peel it off and read the note on the
other side.
There they could find a funny note (advice how to seduce a waitress, improve their love life,
have fun…).
This way “bottle” communicated with users in an informal manner, helping people develop
an emotional link with the product.
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
Type: backside peel off labels
Primary packaging: 0,25/0,33/0,5l bottles
Number of mutations: total 50
Markets: Croatia, Hungary
Distribution channels: ON premise, OFF premise
EXAMPLES OF SOME BACKTRANSLATIONS FOR BACKSIDE LABELS COPYIES
FRONT
YOU'RE BORED?
Peel off the label
YOU'RE BORED?
Peel off the label
PULL...
BACK
TAKE THIS LABEL, MAKE A SMALL BALL OUT OF IT AND THROW IT AT
THE HOTTIE AT THE NEXT TABLE.
Guaranteed fun. Even if she’s not hot, it’s fun to watch her give the evil eye to
the guy behind her.
WHY DO YOU THINK PEELING OFF THE LABEL WILL SAVE THE DAY?
Peeling the label off killed some time, but you have to drink what’s inside the
bottle to have a good time!
...TAKE A SIP... SLURP! AND ENJOY IT.
DON’T PEEL OFF!
CAN’T YOU READ?!? DIDN’T I TELL YOU NOT TO PEEL IT OFF!
If you wanted to read, you should have stayed at home. Tuborg is for drinking,
not reading!
TAKE IT OFF!
OK. NOW THAT YOU’VE UNDRESSED ME, WOULD YOU LIKE TO DRINK ME
OR TAKE ME HOME WITH YOU?
BIG CONTEST!
Turn over
CONGRATULATIONS. YOU’VE JUST WON THE LABEL ON THE BACK SIDE
OF A TUBORG GREEN BOTTLE.
YOU'RE BORED?
Peel off the label
WHY ARE YOU READING THEN?!?
Have a Tuborg Green and the party can start.
Reading the small print can hurt your eyes.
Why don’t you stick to bigger stuff?
YOU FANCY THE WAITER?
Well, that's an easy one!
GET ANOTHER ROUND OF TUBORG GREEN
...and invite him to take a break at your table.
(here’s a tip: “waiting on tables made your biceps look real hot”)
YOU FANCY THE WAITRESS?
Well, that's an easy one!
GET ANOTHER ROUND OF TUBORG GREEN
...and invite her to take a break at your table.
(here’s a tip: “waiting on tables made your bootie look real hot”)
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
Tool: Tuborg Green web research
Research period: December, 2007
Methods: qualitative web questionnaire , total 9 questions
Sample: N = 871 (core target group, mostly TubKlub members + visitors via banners on RTL web page)
Research goal: collect relevant target’s opinion on backside labels
RESULT - based on web research
According to the research results, 50% of total sample has noticed that backside label is
novelty about TG product. 72% have noticed backside label (mostly in on premise –
64%) while 71% remembers the content/text of the label.
85% have given positive comments.
Number of the respondents emphasized that they are collecting labels. Reasons for
collecting are mostly for fun, because they have bet with friends who will collect more,
who will collect the most different ones.
MISSION
BACKGROUND THINKING
CREATIVE CONCEPT
EXECUTION – visuals
RESULT
RESULT – based on consumers’ reaction
- numerous emails, letters, phone calls, on the subject with positive connotations
- some consumers even wrote to us with their suggestions for the next round of
back label copies
- some of the consumers put a great deal of effort into such proposals, sending us up to 50 new
copy suggestions and even sketches of the elements
- some of the consumers have managed to gain their real collection of the labels