BECK'S x ÎNCEPE ORICE-ȚI DOREȘTI / NCP 2021
Begin anything you want, powered by Beck's
In 2020, after launching Beck's first local brand platform in years - LIVE BEYOND WHAT IFS - we started to focus on the next big project: the 2021 national promo.
But how could we further build on Beck's equity message, through a National Consumer Promo – known for being far from a novelty?
The facts were there: 2020 stopped us from living the way we feel.
So, what if we chose to see 2021 as the year we get to redeem our missed opportunities?
What if… we treat 2021 as our best chance of starting something we always wanted?
Presenting: Beck's Beginnings - a consumer promo like no other. Beck’s inspires us to live the way we feel and start building on that passion or lifetime dream we planned and postponed way too many times, rewarding fans with promo prizes in money, yet showcasing them in an equity-worthy way, all meant to support their first steps: 100 euro / hour for their passion or the Big Prize of 65.000 euro for one consumer’s biggest dream.
We launched our campaign with a slam poetry call to arms TVC:
4 extended versions for online (that I can't seem to find right now 😞).
And continued towards a 360° campaign where all touch points ensured visibility and support in spreading our promo: radio, TV BBI/BBO, e-comm banners, display ads, trade materials and so on.
We continued our mission by partnering with Andrei “Shurubel” Lacatus – a well-known radio host with an inspirational personal story, who quit his 10-year job eight months prior to our campaign, to pursue a new beginning.
And documented his pursuit of happiness in our 5-episode digital series: BeginningsTV.
Using our 100 euro hourly prize in every new episode, he reached closer and closer to his passion - to become a stand-up comedian.
BEGINNINGS TV ended with Shurubel’s first LIVE stand-up special, celebrating an amazing finale for his entire journey following his passion.
Beck’s Beginnings became Beck's most successful NCP yet, exceeding campaign targets on several KPIs, while going way past 1 million codes.
