Holba - „To the springs with Mr. Krobot“

problem

The long-standing concept, supported by the slogan "Pure beer from the mountains", was beginning to lose its persuasiveness.  All the mountain peaks and image montages had already been shown on the billboards... It was necessary to go a level deeper and add more detailed arguments defending the brand proposition.

sOLUTION

We decided to communicate the quality of mountain water, which is one of the basic raw materials for beer production.  We rethought our media strategy and chose the format of online videos, which allow us to go in depth and convey not only more arguments, but also atmosphere!  The series "To the springs of Jeseniky" was created and a Jeseniky patriot was chosen as its guide: director and actor Miroslav Krobot.

M. Krobot went to a different Jeseníky spring with a local "ambassador" in each webisode: a local chronicler, a chief of the mountain service, a well-known local nature photographer, etc. The series was promoted on-line and the longer videos were shortened for social networks.