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Starobrno entered the Bulgarian market, coming from a little known Czech town – Brno, but with a great ambition to grow up. As an underdog, Brno wanted to announce its presence and show that it is not necessary to be big to be noticed.
Starobrno is not your typical brand, so we decided that it shouldn’t enter the market with the traditional Czech beer approach. The brand came in as an urban creator and collaborator, as a little different Czech. Supported by clean and effective Out of home campaign and a series of unique BTL events, where we introduced the smallest bar ever created.
Our campaign was a bit different and every little detail was made to impress. The campaign started with a variety of print ads, announcing the distinguishable Tone of Voice of the brand. And instead of going in with just one big print – Starobrno created a series of small print ads that were on each page of the media that we used.
Instead of one long radio spot, Starobrno created a series of short spots that seemed to disrupt the commercial breaks.
Along with the usual Out of home campaign, we created a little Starobrno billboard that brought a lot of attention.
And we finished the campaign with a series of events, where we introduced the smallest bar ever created. A creative collaboration between a brand and a group of artists. And although our bar only had 4 seats, it attracted 1800 customers in just one night.
Since collaboration is in Starobrno’s DNA, all of the strategic brand communication was driven by partnerships with many modern urban groups, communities, art and cultural events. Today the brand is an integral part of the modern explorers’ lifestyle, a group that is difficult to be attracted by traditional media.
7,6% growth in 2017 – the fastest developing brand in the category