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Hello :)
Marius Deak
19 years experience in online marketing
Founder,Strategy Director
GREEN PIXEL
www.greenpixel.ro

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Make it funky,
make it fun.
COLINDATORII (Carolers) campaign
for Timisoreana (Ursus Breweries)
December 2012

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Timisoreana is…
1. The largest beer brand in Romania
2. The oldest beer factory, closing in to 300 years old
3. A mainstream brand with a lot of tradition
4. Driven by tradition, passion and the the joy of things well-done
5. Currently talking to an audience of 300k facebook fans
6. Consistently pursuing the romanian spirit and tradition across all
its communication

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Last christmas…
 Most brands were communicating promotions
 Timisoreana wanted to make a stand
 Highlight the spirit of traditional christmas carols in Romania
 keep true to the brand essence.
 In short, the brief was:
let’s do something fun and nice
for the people to enjoy with their friends and families,
in the Timisoreana spirit.

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Strategy
 The campaign was developed around the reinterpretation of
specific regional carol traditions, the TIMISOREANA brand being
placed in a specific context: traditions, joy, carols

 We’ve used four really well known and appreciated romanian
stand-up comediants, that interpreted four stereotypical
characters:
 Cosmin Nedelcu – bucharest region
 Cătăin Bordea – moldavia region
 Dan Badea – olt region
 Sorin Pârcălab – ardeal region
 So there was conflict

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The Carolers

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The Carolers

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The Carolers

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The Carolers

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The result was…

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10 days campaign:
 In-App videos:
 Episode 1: - viral video (Conflict)
 Episode 2: - Real-time augmented videos
 Moldova: http://www.youtube.com/watch?v=gxQ-07Jbtpk
 Oltenia: http://www.youtube.com/watch?v=cIwQMKaHKAs
 Bucuresti: http://www.youtube.com/watch?v=fTOWgIMGu6k
 Ardeal: http://www.youtube.com/watch?v=HQ2WRpnIJNE
 Episode 3: - bonus video (Resolution)
 Facebook application
 Select a caroler
 View carol
 Personalize the carol
 Send to friends
 Post on wall

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x100,000
such posts

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And the results sheet…
 „The Carolers” campaign delivered much above
expectations and objectives, in a very short period of time,
overpassing the initial objectives while keeping true to the
Brand’s essence:
 Over 30% engagement rate
 50,000+ users
 17600 new fans
 Over 2.000.000 users reached by the campaign
 Over 97.000 video charols sent by its users
 Over 6.500 user invites to their friends to use the application
 Over 300,000 views of videos accross all assets.
 Initial youtube video launch went viral, with more than 3000 views in the
first day.

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Insights
 Original content matters
 Humor went quickly viral
 People memorized various lines and used them in social media
 Conflict was a good firestarter for the campaign
 People love stereotypes
 No need to worship the brand, just keep at platform level
 Augmented videos and personalization made people part of the story
 Brand fit onto people’s mindsets in Xmas context

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Thank you!
Questions ?
Marius Deak
Founder, Strategy Director
GREEN PIXEL
marius.deak@greenpixel.ro
http://about.me/marius.deak