URSUS - Specialty Review
Helping KFC fans find acommodation at Romania's prime music festival - with a price!
So what was the problem?
Ursus Specialties had launched a year earlier with a somewhat uncertain identity. Part mainstream, part craft, part cute, tied to its CGI bears, it never managed to find a place in the market.
As such, it finally embraced an identity of alternative for people who were really into beer. For specialists.
Introducing:
Untold is Romania's biggest music festival and happens yearly in Cluj-Napoca, the city closest to the famed Hoia Baciu haunted forest. So, under the protection of vampire repelling garlic, we organized a camping space right in the haunted forest. The campaign got a Silver Golden Drum in the Local Flavor category, as well as several local awards.
See the case study below for a more complete view.
Campers had a special way to apply: with a photo of themselves watching a jumpscare video we had prepared for them in the application form.
The campaign also had a strong digital leg, in form of reviews and social media content.
It was also picked up by various press outlets.
