Stiegl Canada X Indie88

Stiegl Canada X 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.

Learn more about advertising opportunities with Indie88 on broadcast, online branded content and promotional activations.