EuroSips - Case Study

The plan

Create a hub of ZAK content around the UEFA Euro 2016.

Use popular beers from the competing nations as the catalyst.

Create content that's fun, sharable, cross platform, easy, targeted and builds insight.

Final output: Springboards into a thought leadership piece/ intelligence report to share with prospects in the beer and sports categories.

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Why beer?
Because beer goes hand in hand with football.

Beer spend more then any other drinks category during football tournaments.

It's relatable outside of the ‘Ad Land’ fraternity.

It's niche but wide enough to go to potential drinks clients. From Kronenbourg to lesser known Euro stalwarts, to hip craft brands.

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We create an easy to use wedge of content:
The ZAK Euro ChampionSip One night, one team, one lounge, 24 beers to sip
We do blind taste challenges mirroring group games.
Get results of an overall taste winner (announced at the end of the campaign)
Get people to describe the the feeling of the drink in none beer terms - 'Mountain fresh with a kick of panda power'
Get people to go into more detail about the revealed brands/branding/occasion/food accompaniments.
Create natural funny/entertaining/insightful content that can be chopped up and disseminated throughout the competition.

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We have the successful work with New Balance Football. The Euros were an opportunity for us to showcase our culture and agency wide passion for sport.

This bolster our credentials and present ourselves as experts in the sports marketing field and supports our New Biz focus on sports sponsorship. It showcases our knowledge and expertise and demonstrates our reactivity and agility.

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We are a brave, independent creative agency with a challenger mentality. We need to prove our Agents of Change proposition and build an audience that builds our business.

Become more visible in a world saturated with big name, network agencies
- By producing best in class content from an agency marketing perspective
- Be the most talked about with most shared social content.
- Be notorious as Agents of Change.

Being a challenger is a state of mind, and we're all about doing things differently.

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The Euro 2016 Championships ran from Friday 10th June - Sunday 10th July.
We selected 23 beers and one cider from each of the 24 countries participating in the championship and conducted a blind taste test to predict the outcome of each match.
Each of these were filmed and edited to 30s films.
Each film predicting the outcome of each match; forming an on-going content series running throughout the tournament.