KROON BIER - Superminds


At Kroon Bier, they like to do things just a little bit different than the rest. Suppose you’re a tapper looking for a great beer for your tap. Then you probably don’t want a lot of hassle, right? At Kroon Bier they therefore introduced the new way of ordering beer. Kroon is the quality lager that you can order with your mobile, tablet or laptop today and tap tomorrow. Fast, simple and always at the best price. Whether you order two or twenty-two kegs. And they don’t do contracts. Get the kegs, but without the burden.

To introduce this new conviction in the market to the right target group, Kroon Bier wanted a playful campaign not at, but around the Horecava in Amsterdam. In cooperation with Today is Canday we realised a high-profile guerrilla marketing campaign that was all about: ‘Boarding = beer tapping’. A playful shuttle service from the station to the RAI where visitors of the Horecava were given a quick and simple explanation about the benefits of ordering beer at Kroon Bier. The campaign needed to be effective and measurable. And so we recorded the names and addresses of all the users of the shuttle service, automatically giving them a chance to win free kegs of beer. Who wouldn’t want that? In addition, all visitors to the Horecava received a beer mat with a unique discount code on it, so that we could immediately measure how many people ordered through this campaign. The results exceeded the expectations, success guaranteed!

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