Challenge:
Heineken Italia asked us to look after the launch of Golden Fire Strong Lager, a new, bottled beer aimed at lovers of strong ales such as Ceres and Tennent’s, by using innovative marketing techniques. The aim was to create brand equity and bring the product to the attention of users in bars, pubs and night clubs.
Strategy:
By focussing on the logo of the new beer, a dragon – which is a powerful symbol of strength, power and vital energy in Celtic lore – we designed a mysterious and surreal narrative which was developed through the use of different media, both online and offline.
Results:
The Dragon’s Egg, an installation artwork in Turin, was seen by many thousands and succeeded in attracting media attention, appearing on Italia 1, on the national news TG Com, and getting extensive coverage in the online and offline press, blogs and Web magazines.
The web spot was immediately acclaimed as a viral video, generating in two months, about 1,000,000 views in Italy alone.
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Annuncio Stampa
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Stendardo
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Goldenfire Website
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Goldenfire Website
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Goldenfire Website
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Goldenfire Website
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Guerrilla Installazione
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Guerrilla Installazione
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Guerrilla Installazione
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Guerrilla Installazione
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Guerrilla Poster
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Guerrilla Poster
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Guerrilla
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Guerrilla
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Guerrilla
