PILSNER URQUELL: EVERY GOLD HAS A STORY

PILSNER URQUELL: EVERY GOLD HAS A STORY

Pilsner urquell

2014


BRIEF 

For the 2014 Winter Olympics Pilsner Urquell designed an ATL campaign honouring all Czech gold medallists from the previous Winter Olympics: 'Every Gold has its Story'. We needed to find the right way to communicate the concept off and on-trade, including an activation in 'Sochi Olympic Park' at Letna. 


JOURNEY INSIGHT

For many years Pilsner Urquell has been the main sponsor of the Czech Olympic Team and witnessed all their golden moments. We decided to reinforce the historic connection between the legendary lager and the best Czech athletes by letting people learn more about all the Gold that Czechs athletes ever won during Winter Olympics 


IDEA

To celebrate and commemorate the historical partnership we launched a special edition of Pilsner beer with a free set of coasters representing beer labels for each year Czechs won a Gold. At Letna Olympic Park we built a Pilsner Urquell Hall of Fame exhibiting an impressive Olympic artefact collection from different years, giving the fans a chance to learn the story behind every Gold medal -and then to cheer the Czech athletes in Sochi with a pint of Gold Pilsner Urquell... or perhaps more than a pint... 


RESULTS

The maximum capacity of 120 people was reached every day and over 10 kegs a day were consumed. Off-trade activation brought a3% increase in sales; consumption increased by more than 2%. The campaign created a huge buzz, was mentioned in over 200 articles and in all brought us CZK 1 500 000 of earned media.