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Baltica 3 Football

How can you reverse declining loyalty to a mature beer brand – after the introduction of new advertising legislation that bans actors and the integration of the brand into sports events?

Football is traditional and successful for activations for Baltica 3: 55% of the target audience is interested in football And, 45% of those people are willing to discuss football news with their friends…

Naturally, with beer!  

Idea: “let’s discuss” concept with deep integration of Baltica 3 Solution: 360-degree campaign, using a popular football web site as a center of activation – where the target discuss the latest football news - and participate in promotional competitions.

Direct advertising (TV, press, internet banners) is tightly bound to user-generated content: featuring the hottest-discussed topics from the site; and announcing the next subjects for discussions on the site… …All these topics are discussed in the Football Night analytical TV programme with top football experts – and with a programme logo “Three News About Football, which mirrors the Baltica 3 logo.

This Push-and-Pull strategy attracted more and more football fans and beer lovers to our site: 130,000 unique visitors in six months Baltica became a brand which truly binds football fans and Russian football – according to 72% of the target.  

Result is brand heath and sales recovery   Purchase intent grew by10%   Loyalty grew by 20%   Market share up by 4%