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Media Agency Trendmark Universal McCann Estonia
Brand RockCampaign Rock consumer
campaignCategory Internet (M1)
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CAMPAIGN DETAILS     Brand Rock Brand Owner
Saku Brewery Media Agency Trendmark Universal
McCann Estonia Other Agencies Tank Campaign
Period 2008
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1)         Innovativeness of the Media Strategy

• With this campaign we wanted to activate the
  sales of Rock beer by offering Rocks glass as an
  added value. The key idea of the campaign was to
  inform the targets that for the first time in the
  history of Rock brand Saku Brewery would produced
  a special Rock glass in limited quantity and
  these glasses would be supplied only to the pubs.
  
•  
• Rock drinker is an extraordinary consumer to
  show his/her loyalty towards Rock brand he/she
  collects all kind of stuff branded by Rock as
  well as he/she is obsessed by searching any new
  stuff with the Rock label. To create a huge
  demand for Rock new glasses we had to find
  channels which would enable us to spread gossip
  about the new exclusive glasses in the most
  effective way. It was with a great importance
  that fan of Rock would have been participating in
  spreading the word-of-mouth by himself, so the
  message would have real value and impact.
•  
• In general the fans of Rock can be divided into
  three segments bikers, rock and heavy music
  lovers and sport fans (specially basketball).
  Considering these three segments we mapped
  different internet environments where we could
  use forums and comment spaces (example
  hardrockclub.ee, rada7.ee, biker.ee, Planet
  Foorumid). In some of the chosen environments we
  created new topics to discuss and in others we
  used existing topics to go in with the news that
  supposed to create excitement among fans of Rock.

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2) Creativity

• To activate discussions we leaked fake photos of
  new Rock glasses. According to the gossip these
  pictures of exclusive Rock glasses had leaked
  from Saku Brewery.
• Example

We put a clip into Youtube that shows happy fans
of Rock who was lucky enough to hunt the new
desirable glasses from somewhere. It was unclear
from where they had got the Rock glasses, but in
this stage of the campaign the only possible way
was to steal them from pubs and bars. See a
clip http//www.youtube.com/watch?vOGNF1BPjAuU T
itle Rocki klaas pähe (ENGL Head smashed Rocks
glass) Description mustem kui emo juukselakk
(ENGL Blacker than EMOs hair gel)
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3) The Target Group Insight  

• Pictures of exclusive Rock glasses created
  extreme excitement in forums visitors people
  added their own tuned versions of Rock glasses.
  
•  
• Example

This is an example of a tuned picture. Someone
attempted to personalize a fake Rock glass we had
leaked in forums by adding his initials and
slogan. On the logo the letter R is replaced to
K, also the text With respect from Skin-girl is
also created by the author of a new tuned
glasses.
In the forums Rock consumers were sharing
information, when these glasses would be
available in the shops and what the possibilities
could be to get any of them as early as possible.
Some most dedicated fans had a great opportunity
to boast of owning this new Rock glass, because
theyd bought it from bartenders for a glass
braking price, for example.   In the stores the
8-packs with a new Rock glass sold out very fast.
So, people came to the forums to get information
about which stores still have on sale the packs
with the desirable glass. Consumers started to
help each other with advices in the Internet
resources.
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4) Results and Efficiency  

• No mass media support was used during this
  campaign. The campaign in forums was clearly
  noticeable and engaged the target audience.
•  
• Most of the forums we involved in the Rock
  campaign have counters that show how many times
  the posts are read and how many people answer to
  them. The posts regarding new Rock glasses were
  read more than 10 000 times, also those posts
  were answered more than 1000 times. As a rule the
  topics the forums visitors find boring create
  much more weaker (if any!) response.
•  
• The fake pictures of Rock glasses were also
  added to the Fotki picture site. Statistics from
  Fotki showed that pictures were viewed more than
  900 times.

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Some cutouts from forum posts (I)
Translation of the post Genius666 I visited
Maurus pub and noticed super beautiful and better
sized (0,6L) black glasses and realized that this
was the real Rock glass. I bought several beers
and asked how much i have to pay if i would brake
this glass. They said that 50.-. My suggestion
was that i would pay 50.- and keep the glass.
Thats the way Ive got my own beautiful Rock
glass.
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Some cutouts from forum posts (II)
Translation of the post ehtneimelik There were
12 amazing Rock glasses in the bar.. after my
visit there was only 10 left ..
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Some cutouts from forum posts (III)
Translation of the post Man Im drinking right
now from the exactly this right glass. It costs
150.- in the Woodstock bar ? Cute black colored
glass cool ? Woman So the mystic glass has
turned up at last ?