“Budweiser is the humble friend that makes enjoying your burger even better. The natural carbonation elevates the savory notes of the meat, the spiciness of the sauces and onions, the succulence of the tomato, and the fresh-baked aromas of the bun. Some people need glasses to see better … but everyone needs Budweiser to enjoy their burger better!” – George Reisch

 

1.- Brand Objectives and KPIs for this Integrated Campaign

Drive penetration with Fun Lovers and Aspirers 21 – 27, and elevate Budweiser quality perception

• Past 4 Week usage – statistically significant movement during April & May vs PY
• Is High Quality Brand / Smooth Taste / Goes Well w/Food – stat. sig. movement (April & May vs PY)

 

2. Strategic Priority (Global or Local) this Integrated Campaign intends to address

Drive relevance and penetration with LDA – 27

 

3. Brand Platform this brief is focused on

Budweiser and Burgers

 

4. Brand Ideal

Freedom to Live the Life of My Dreams

 

5.- Which consumer type is this Integrated Campaign focused on?

Fun Lovers 21 – 27 and Aspirers 21 – 27

 

6.- Which Consumer Insight and Creative idea will drive the executions?

Consumer Insight: Some of the simplest things in life, particularly food, are dismissed as not being created with passion, care and quality.

Creative Idea: Elevate Budweiser through an authentic celebration of simple yet passionate craftsmanship of burgers and Bud.

 

7.- What do we want them to KNOW, FEEL & DO in response to the new executions?

Know: More care goes into making Budweiser taste great than I thought

Feel: Appreciative of the passion and detail that goes into making the simplest things well

Do: Complement every burger I have with the great taste of Budweiser

 

8.- Execution Considerations.

• Full 360 campaign including       TVC, Print, OOH, and mobile-first digital and social components
• Always-on social campaign should continuously involve consumers & include purchase-driven CTA
• All campaign elements must drive association of Budweiser + burgers and elevate Budweiser quality
• XM plan (10 burger events + national festival on July 4^th) which create premium, shareable content

• On-premise toolkit for BAM activations (Bud + burgers is on-premise big bet for month of May)
• On-premise NRS menu integration plan, including FOH partnership

• POCM for all channels (on-premise, off-premise – convenience, package liquor, grocery)

 

Please keep in mind, an Idea is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  For this reason we restrict Ideas to a 140 character limit.  Please see the instructions below on how to submit.

 

Create a Tongal account by clicking on "Create an Account" in the upper right corner of the page.  Once your account is created go to the Awards/Submit tab where you will enter and submit your Idea under your Tongal profile name.  You can submit up to 5 different Ideas.