1. Help Fabian remember what he drank

2. Objectives
The marketing goal:
To evaluate on a small project the
potential of a non-standard activitiy in the
Internet for brand image promotion
The problem of communication:
To deliver emotionally an ordinary
message about brand’s next win at an
international competition to an important
part of the audience (18-29 years), that
draws less attention to TV campaigns

3. The solution
Micro-site www.4topil.by with a game about Fabian - invented Belgian taster who once
tried a very tasty drink during an international competition. Unfortunately he accidentally
lost his memory and can not remember what he drank

4. The solution
You can help him remember it suggesting to drink different liquids

5. Description
Fabian drinks, give funny reactions and proposes tips that
gradually lead to the right answer "Alivariya beer"

6. Description
Fabian has over hundred different video reactions to all sorts of
drinks so users continue playing with him, even after having
guessed the right answer
одеколон тосол лак
стекло-
очиститель яд квас
нефть краска кровь

7. Hidden tricks
For additional WOM we made some hiidden tricks on a website, for example by clicking to
special place you can destroy the wall and see that Fabian warms his feet in a basin
10 clicks Бобров
Растворитель Уволить

8. Sharing
One may to share the website via e-mail to a friend or by using social
networks plugins

9. Internet PR
Special article was prepared for online media: a world overview of alcohol consumption.
Belarusians who drink practically everything, were compared with a taster Fabian, who lives on
site 4topil.by
The article got 60 free census

10. Forum&blogs promotion
Recommendational links to 4topil.by appeared on entertainment and male Belarussian forums
одеколон тосол
стекло-
очиститель яд квас
краска кровь

11. Forum&blogs promotion
Recommendational links to 4topil.by appeared on entertainment and male Belarussian forums
одеколон тосол лак
стекло-
очиститель яд квас
краска кровь

12. Promotion in social media
Fabian Shmeker lives actively vKontakte and on a Facebook
He shares his impressions of various beverages, shows his native city of Bruges, organizes
одеколон тосол лак
mini-quizes like "Guess how I lost my memory"
стекло-
очиститель яд квас
краска кровь

13. Promotion in social media
He got so many friends in Minsk, that even came to visit us on his birthday
15

14. Results
Since the launch of the project, it was ahead of scheduled KPIs WITHOUT ANY PAID MEDIA:
• The aim was to get10,000 unique visits a page with videos, but the project is gaining about
1000 visits from Belarus in the day (Google analytics)
• The average time spent per page with interactive video is more than 8 minutes
(Google analytics)
• Monitoring of of forum and social networks feedback shows that about 80% speak positively
about the project or the brand very positively, and only 2% very negatively
•A large number of positive feedback and a formal project's success persuaded our client in
the effectiveness of non-standard interactive tools. It has already resulted in a large-scale
image project in the Internet with the agency

15. The budget
Total budget $8700
Budget distribution:
• Creative 27%
• Production 52%
• Guerilla promotion via hidden agents 21%

16. Thanks!