Jupiler - "Postpone your Birthday"

BBDO Belgium

BBDO Belgium Bruxelles, Belgium

10615

Brand: Jupiler
Country: Belgium

Advertiser: AB Inbev

Title	Postpone your Birthday
Agency	BBDO Belgium
Campaign	Postpone your Birthday
Advertiser	AB Inbev
Brand	Jupiler
Date of First Broadcast/Publication	2020 / 3
Business Sector	Beers, Ciders, Lagers
Tagline	Your birthday is not lockdown compatible? Belgian beer brand Jupiler offers you to postpone it!
Story	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.
Philosophy	Your birthday is not lockdown compatible? Belgian beer brand Jupiler offers you to postpone it! 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.
Problem	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…
Result	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. Cheers!
Media Type	Digital
Length	81 seconds
More Information	http://www.jupilerbirthday.be/
Creative Director	Arnaud Pitz
Creative Director	Sebastien De Valck
Creative Director/ art director	Ariane Floderer
Creative Director, Copywriter	Gilles André
Account Management Team	Lore Desmet
Account Management Team	Quentin Donckerwolcke
Design Director	Eric Leurquin
Designer	Piet Boeykens
Digital Design	Elena Haniotakis
Digital Developer	Jonathan Pardon
Digital Developer	Matthias Andriessen
Digital Project Director	Wouter Has
Copy NL	Martijn Beckers
Strategist	Jesse Donkor
Strategist	Aurelie Russanowski
Traffic Planner	Monique Van Moer
Traffic Planner	Karine Uytterhoeven