Perfect Draft x Oktoberfest
CONCEPTION | DESIGN | ARTWORK | PRODUCTION
Challenge
In 2021, Oktoberfest wasn’t on the agenda due to the pandemic. Not good news for Brits planning a stag do or beery pilgrimage and even worse for Germans missing out on the most “wunderbar” time of the year. We needed to find a way to help beer lovers at home and abroad through this tough time, which got us thinking of PerfectDraft…
Idea
With PerfectDraft, you can create as authentic and rousing an Oktoberfest at home as you’d find in the beer halls of Bavaria. It turned out ‘at-home’ was quite popular in 2020 and 2021, so we made it easy for people to buy our curated range of beers and gave them everything they needed to make an ‘Oktoberfest-at-home’ happen. We created content explaining how to master every aspect of hosting the perfect Oktoberfest celebration, from food to decor. We even created a bespoke range of candles in scents such as ‘Lederhosen’ and ‘Pretzel’, to really build the ambience. We then topped it off with a unique ‘Oktoberfest-at-home’ event in the UK’s smallest town, to show that the magic of Oktoberfest can be felt anywhere.
Results
The event in England was an absolute success: the campaign generated lots of sales and helped thousands of Oktoberfest lovers have the best possible ‘at home’ version of the beer festival possible.
70%
INCREASE IN BRAND AWARENESS
137%
INCREASE IN OKTOBERFEST KEGS
120%
TOTAL REVENUE INCREASE
93%
LOWER MEDIA BUDGET
