CBC CANS CASE STUDY
LOVE THE CRAFT. LOVE THE JOURNEY by Skript
Skript had the opportunity to take craft beer drinkers on a journey to discover Cape Brewing Company's latest product : a beautiful Pale Ale, in a can. CBC, like the vast majority of South African craft brewing companies, has only been producing bottled beer so the launch of a canned beer was quite a big deal to the brewery and their loyal customers. Consumers had to be convinced that craft beer can live in cans and that cans offer a lot of benefits that bottles fail to deliver.
Skript proposed a 3 video campaign with a couple of smaller supporting videos. The aim of the videos were to create awareness of the new product amongst beer drinkers as well as inspire consumers to buy Pale Ale cans and take it on their next journey.
Proudly filmed, edited & produced by Skript.
CBC : LOVE THE CRAFT. LOVE THE JOURNEY.
PART 1 : TEASER VIDEO
PART II : LAUNCH VIDEO
The Skript team set off on a journey capturing the essence of the campaign to create the Hero video. The launch video went public across all channels and acted as the center-piece of this omni-channel campaign. The video was shot on a limited budget and the turn-around time was exceptionally short. A major part of the video was to push traffic to the Love The Journey microsite and encourage downloads for the Love The Journey mobile application.
MOBILE APP EXPLANATION VIDEO
The CBC Love The Journey mobile application launched at the same time as the the Pale Ale can. Skript created an explainer video showing IOS and Andriod users how to navigate this exciting app.
PART III : BEHIND THE BEER
The final video in the CBC Love The Journey campaign served an educational purpose. This documentary styled video gave consumers a deeper insight of the beer from the Brewmasters' themselves, answering any questions die-hard beer fans may have had regarding the beer, where it is brewed and the producers.
The CBC Love The Journey campaign inspired craft drinkers all over South Africa to get out there and experience what our country, and the world has to offer. The campaign is still live and is still covering more miles right now! Here are the numbers as it stands:
Biggest single craft beer order in Checkers history and negotiation for a 2 week exclusive drive.
Pre-listed SKU with all major retailers before launch.
250 000 cans sold in winter, amounting to 10350 cases.
Public Relations ROI 7,5 : 1.
Television publicity on Kyknet.
Hero video views 2, 5 Million + / CPV R 0.09
Impressions to date (FB) 1, 588,967
Content shared from App, 722 powerful posts showing consumers enjoying the brand's product all over the world, including iconic locations such as the Eiffel Tower, Death Valley (California), Bali, London, Dubai and Münchner Oktoberfest.
The total distance app users tracked with Pale Ale cans, 305 656km (7.62 times around the earth)
The campaign kicked off with a video of Wolfgang Koedel, CBC's Master Brewer, departing on a journey to discover something new. The video sparked a paid media sprint on multi-platform social channels where it soon got craft beer drinkers all over South Africa talking about CBC's new product. The Skript crew joined Wolfgang on his trip to Sweden where he met with fellow Brewmaster Lennarth Anemyr to oversee the production of the first batch of CBC Pale Ale cans at Abro Brewery, CBC's international partner.
The teaser video ends on a climax just before the secret is revealed...