BBDO Belgium

Jupiler / AB Inbev
"Postpone your Birthday"

Client: Jupiler / AB Inbev
Product: Jupiler
Title: Postpone your Birthday
Media: Social Media & Activation
Country: Belgium
Date Of Campaign: From 31/03/2020 until 01/05/2020

Background: Having your birthday during lockdown due to COVID-19, that sucks. That means no party, no friend and no toast in real life to properly celebrate your birthday with the ones you love…

Idea: That’s why Belgium’s biggest beer brand, Jupiler, came to the rescue: inviting all Belgians celebrating their birthday during the lockdown to postpone it afterwards! How? On www.jupilerbirthday.be, Belgians born in March and April give us their real birthday date and confirm it with their ID card. Then, they pick a new birthday date, after the quarantine. As a gift, participants receive 10 free pints of Jupiler to drink in their favorite bar, once the lockdown is over! So they can go celebrate with all their friends, making up for all the lost hugs and cheers. And they support the bars and cafés by doing so, as Jupiler pays them back all offered beers.Simple.An easy way to give some hope to all the unfortunate people who were celebrating their birthday during lockdown. And a little glimpse at our post-COVID social life.

Results: The activation was launched on March 31, 2020. After 24h, it hit an organic reach like Jupiler had never seen before in Belgium:- 413K people reached (previous best post = 273k in a week)- 6.3K comments (previous best post = 1.4k)- 580 shares (previous best post = 234)In total, Jupiler convinced 92.552 Belgians to postpone their birthday (= 8% of active Belgians born in March & April). Among which more than 40.000 in less than 48 hours. Main national media talked about the activation, generating €458.597 of media value so far.All this with zero media budget. Showing that Belgians were waiting for a positive brand communication in these unprecedented times.

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