Your birthday is not lockdown compatible? Postpone it!
Sinopsis
Celebrating your birthday during lockdown due to COVID-19, that sucks. That means no party, no friend and no toast in real life to properly celebrate your birthday with the ones you love… That’s why Belgium’s biggest beer brand, Jupiler, and its agency BBDO Belgium came to the rescue: inviting all Belgians celebrating their birthday during the lockdown to postpone it until after it! How? On www.jupilerbirthday.be, Belgians born in March and April entered their real birthday date and proved it with their ID card. Then, they chose a new birthday date, after the lockdown. As a gift, participants received 10 free pints of Jupiler to drink in their favourite bar, once the lockdown is over! So they can go celebrate with all their friends, making up for all the lost hugs and cheers. And they support the bar owners by doing so, as Jupiler pays them back all offered beers. Simple. An easy way to give some hope to all the unfortunate people who were celebrating their birthday during lockdown. And a little glimpse at our post-COVID social life.
Filosofía
Belgium’s biggest beer brand, Jupiler, came to the rescue of Belgians during the lockdown due to COVID-19: inviting all Belgians celebrating their birthday during that period to postpone it until after it! How? On www.jupilerbirthday.be, Belgians born in March and April entered their real birthday date and proved it with their ID card. Then, they chose a new birthday date, after the lockdown. As a gift, participants received 10 free pints of Jupiler to drink in their favourite bar, once the lockdown is over! So they can go celebrate with all their friends, making up for all the lost hugs and cheers. And they support the bar owners by doing so, as Jupiler pays them back all offered beers. Simple. An easy way to give some hope to all the unfortunate people who were celebrating their birthday during lockdown. And a little glimpse at our post-COVID social life.
Problema
Celebrating your birthday during lockdown due to COVID-19, that sucks. That means no party, no friend and no toast in real life to properly celebrate your birthday with the ones you love…
Resultado
The activation was launched on March 31, 2020. After 24h, it hit an organic reach like Jupiler had never seen before in Belgium: - 413K people reached (previous best post = 273k in a week) - 6.3K comments (previous best post = 1.4k) In total, Jupiler convinced 95.312 Belgians to postpone their birthday. That’s 13% of Belgian adults born in March & April. Among which more than 40.000 in less than 48 hours. Main national media talked about the activation, generating €458.597 of media value so far. All this with zero media budget. Showing that Belgians were waiting for a positive brand communication in these unprecedented times. And AB Inbev liked the idea so much that they decided to run it in Brazil and South Africa as well.