Heineken Croatia took the old concept “actions matter more than words” and decided to invest in a better price of Karlovačko beer rather than investing in an expensive advertising campaign on the occasion of the World Cup 2018.
Filip Rabuzin, head of marketing at Heineken Croatia, explains why their brand Karlovačko decided for this approach: “In this year marked by football we decided to invest 7 times less funds in making TV spots and media lease. Instead of having top-of-the-line production, celebrities and special effects in our ads, we realized that consumers actually care the most about the beer, so we decided to invest towards a lower price of Karlovačko. And we learned something from this – we don’t have to have expensive TV commercials to attract the attention of consumers and make them laugh.”
Bruketa&Žinić&Grey agency took the brief – “make a cheaper campaign” – quite literally, so they played with the ideas on all the ways you could save money on a football-themed beer ad, and that’s just what they put into the final ads. An additional inspiration was the fact that they could not use the representation and its symbols because of sponsorship contracts, which is actually in line with the actual communication platform of Karlovačko, in which all the ads include real people.
The campaign consists of 15 video ads for TV and social media, and for this season the team was joined by famous Croatian authors, director Hrvoje Hribar and director Radislav Jovanov – Gonzo.
Project Team:
Advertiser: HEINEKEN Hrvatska
Agency: Bruketa&Žinić&Grey
Client representatives: Filip Rabuzin (Head of Marketing), Andrea Mišura Žuvela (Group Brand Manager), Nina Gračanin (Brand Manager), Tamara Podnar (Junior Brand Manager)
Agency representatives: Siniša Waldinger, Ivo Payer (Creative Directors), Valentina Bugarin (Project Manager), Tanja Pružek Šimpović (Art Director), Vanja Činić (Copywriter), Ana Krstić (Executive Project Leader), Tomislav Šestak (Designer)
Production: Kabinet
Director: Hrvoje Hribar
Photography director: Radislav Jovanov – Gonzo
