Hansa Pilsener – Gumtree activation
Beer brands always advertise to the 18 to 30-year-olds. But what about the over 30’s?
They buy A LOT of beer, but are mostly ignored by beer brands. Hansa Pilsener set out to differentiate themselves by appealing to this untapped section of the market,
creating a campaign that speaks directly to them and not the younger generation.
We launched the campaign by hiding our ads in YouTube content only the
over 30’s would watch. Our next step to win them over was by giving them free beer.
The challenge was, in keeping with our concept, how we would do this in a way
only the over 30’s would get the beer and youngsters would never find out.
Our solution was to hide the free beer in a place only the over 30’s would look.
Gumtree listings for typically over 30’s items like Kreepy Kraulies, leaf blowers,
puffer jackets and more.
The over-30s who found our listings could scan a QR code to redeem their free 6-pack
of Hansa Pilsener. The word spread fast, our listings got thousands of views
and we gave away a truck load of beer, re-affirming ourselves as the beer
for the older man and only the older man.
Credits
Account Management: Jeanne Rosenberg
Agency: Joe Public Cape Town
Agency Art Director: Mzi Swartbooi
Agency Managing Director: Khutala Gala Holten, Mpume Ngobese
Agency Producer: Evelyn Bonase
Client: Arné Rust, Vaughan Croeser
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Editing Company Joe Motion
Executive Creative Director: Brendan Hoffmann
Media Agency: iProspect
Recording Studio: StudiJoe
Sound Designer: Sergio Da Cruz
Strategist: Leigh Taylor
Writer: Daniel Fisher