Task
Stay attractive and boost sales without lowering the price.
Challenge
Stand out on a market where discount premium beers are growing their share.
Big Idea
In-line with premium image of the brand the delivery of the gift was also exclusive. A playmate escorted the Volvo to the winner right after the lottery.
Solution
Equity building consumer activation.
Result
  • 175.000 participants
  • 18% sales growth
Awards
  • Short list
    Arany Lollipop
    2008