Stiegl Canada’s Radio and Digital Campaign with Indie88

Stiegl Canada’s Radio and Digital Campaign with Indie88

German for “small steps,” the beer with the red steps is an unmistakable symbol in Austria for the art of brewing. Stiegl Goldbräu is an award-winning Austrian lager, made only with barley malt, hops and water in strict accordance with the Bavarian Purity Law of 1516.

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THE CAMPAIGN

McClelland Premium Imports (Stiegl Canada), aimed to drive brand awareness in an extremely competitive category—by aligning with music programming on-air, online, and through exclusive experiences designed for increased affinity and brand recall when in a beer store or your favourite pub. Understanding its target demographic and the platforms in which they consume, Indie88 created an educational broadcast campaign for mass awareness, and online/social content to target and engage for further time spent with the brand.

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THE APPROACH

 Digital Video Series: Stiegl Hidden Studio Sessions

The Stiegl Hidden Studio Sessions feature intimate live-off-the-floor sessions with some of today’s best bands. Artists included Wintersleep, PUP, July Talk, Sam Roberts Band, and many others. The sessions take place in a secret location in Toronto’s west end. No headphones, no multi-tracking, the sessions are an up-close look at live music. Distributed on Indie88.com, YouTube, Facebook and Twitter. This series is continuing into 2017/2018.

Season 1 of the Stiegl Hidden Studio Sessions delivered over 7.7 million brand impressions and 435,201 video views!.

 Event Series: Stiegl’s Live at The Post Office

Indie88 produced five Live at the Post Office events in partnership with Stiegl in 2016, offering an exclusive win-to-get-in experience that put fans face-to-face with their favourite artists, all while enjoying complementary Stiegl Goldbräu. Artists included The Elwins, Young Empires, Tor Miller, K-Flay and The Zolas. Each event included promotional campaigns on Indie88 including live on-air mentions, pre-produced promotional commercials, ticket giveaways, social media posts, features in our Superfriends newsletter (48,000+) and event listings on Indie88.com. This series is continuing into 2017/2018.

 

Promotion: #Indie88Summer

Summer in Toronto is Radlers in Bellwoods, it’s festivals and beaches with a Stiegl in hand. This 12-week contest was promoted using pre-produced promo commercials on-air, live announcer mentions, social media posts and online exposure on Indie88.com. Our audience was asked to simply take a picture with the Indie88 Street Team and post #Indie88Summer for the chance to win a trip for 2 to experience Stiegl in Austria. The on-air promo commercial for this campaign received a Crystal Award for excellence in radio creative.

Indie88’s Street Team reaches over 4 million+ people in the GTA each year. High fives are free!

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VISUALS

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THE RESULTS

Stiegl Canada’s campaign exceeded brand impression goals and enhanced the brand position with music fans and a core Toronto audience; resulting in localized sales growth.

Stiegl Canada has renewed it’s partnership through 2018.