Last year Boris and Sebastian Cavazza faced off in the Duel for the last bottle of Laško beer, and this year the Duel is between Sebastian Cimirotić and Marcos Tavares. For three months, in the series of TV and online ads they impressed viewers with their football skills, and fans of football and Laško beer could bet on one of them via the website www.stava.si. The bet was a crate of Laško for the winner. Altogether 365,000 “bets” were placed, and 1100 beer crates were given. The winner was chosen in a great finale of the likes never seen anywhere before: the finals was broadcast live on TV, and has attracted to the screen even those who usually don’t like watching ads.
After the tense struggle for the last bottle of Laško, it eventually went to Marcos Tavares. Live broadcast of Laško Bet won over numerous viewers, who eagerly awaited for the ad segment on POP TV, or the live stream on Facebook page of Laško Pivo, wanting to witness the result of the biggest bet in Slovenia – the bet for Laško beer.
Agency Luna\TBWA described the campaign as “demanding”, but remarkably entertaining: “We are aware that with the advertising content we create for our clients, we compete for the viewer’s attention with all the other popular content available to people, including movies, music videos or something completely different. Including brands in popular culture is in the DNA of our network. We believe that with the Bet, we succeeded in creating ad content which – thanks to the popularity of football, two legends, and unobtrusive inclusion of the product into the story center itself – was undoubtedly more attractive for the viewer than the usual ad. And we overcame the more demanding technical steps together with the right partners.”
