7 sides of EURO
Baltika Breweries LLC (part of the Carlsberg Group)
Issue 42 | March 2017
Agency
Leo Burnett Moscow
Creative Team
Executive Creative Director: Andrew Ushakov Creative Director: Yuri Volovskiy Senior Copywriter: Alexandr Drabkin Senior Art Director: Alexander Nazaruk Digital Art Director: Anna Berezhnaya Junior Art Director: Ekaterina Kormiltseva Copywriters: Sergei Voskresensky, Vladimir Bolobolov Senior Strategic Planner: Sergey Sergeev Group Account Director: Alena Slipchenko Senior Account Manager: Mila Novozhilova Head of TV Production: Oksana Severin Producers: Ekaterina Kryuchkova, Natalya Sysoeva
Production Team
Production: Fetish Director: Yaroslav Peger DOP: Michail Chasaya Producer: Antonina Kopulova Post-Production Producer: Ekaterina Blinova Digital-Producer: Anna Dokienko
Other Credits
Client: Baltika Breweries LLC (part of the Carlsberg Group) Senior Marketing Director: Pavel Erankevich Marketing Manager: Alina Krzhevatskaya Brand Manager: Victoria Pavlikova Brand Executive: Olga Goncharova
Date
June – July 2016
Background
During UEFA European Championships mass media usually cover only games and official results, but Euro is much more than that. It is fans, special food, humor, art, music and parties.
Of course, people who couldn't attend France this summer, had no chance to see and experience all this.
Idea
Baltika 7, the official sponsor of Euro-2016 in Russia, decided to change the situation. In order to help people to discover all the sides of European Championship, we created an alternative medium – the project "7 sides of Euro».
Prior to the championship, the project «7 sides of Euro» was massively announced with limited editions cans, which led people to the website, and unusual video teasers on YouTube and other social networks.
Then the team of famous Russian bloggers was sent to France. It consisted of popular screen actor, TV-host and photographer, and sportscaster, who, at the same time, run a commentary of EURO games on national TV. Every day they created unique pieces of content for our project.
To make it even bigger, they collaborated with a popular sport site championat.com.
Results
- 200 unique posts
- 1.1 M unique website visitors
- 8 M teaser views
- 38 M people reached
That's how, despite the economic crisis, Russians were able to fully experience UEFA EURO-2016 and discover its 7 sides.