SILBERPFEIL Energy Drink
SILBERPFEIL is a new high-quality energy drink that was launched at DTM racing 2015 season opener in Germany. As the main sponsor of the Mercedes-AMG DTM Team, SILBERPFEIL appeals to brand-conscious motor racing fans. Attracting product packaging, as well as its selling potential, evoked interest to bring the product to other Central European countries.
Challenge
Develop a go-to-market communications strategy with a 5-month activation period for the Czech Republic and Slovakia. The key objective was to introduce the product to the public and generate interest prior to the start of sales.
Solution
It was decided to step back from a communication approach focusing on the brand’s attribution to motor racing used in Germany and Austria where the product is already available. In the Czech Republic and Slovakia, the brand is positioned as an attribute of style, class and exclusivity. The campaign’s main focus is on PR, Events and SMM activities. Emphasizing a strong link between SILBERPFEIL and Mercedes-Benz is crucial due to local cultural values and credibility of the automobile brand.
Big Idea: Ultimate Style Statement Tagline: Class in a can. Overarching Idea: SILBERPFEIL is not an energy drink. It’s a liquid Mercedes-Benz car. It’s class in a can. It’s not for everyone. A SILBERPFEIL consumer wants to be recognized as a person who makes the most refined choices and enjoys a superior and stylish product.
Product Launch Event
To appeal on the interconnection between Mercedes-Benz and SILBERPFEIL, the product launch event was organized as part of the Mercedes-Benz Prague Fashion Week. SILBERPFEIL partnered with G-Star RAW in order to provide our fashion-oriented consumers with the first chance to experience this stylish new brand. With invited local celebrities, artists, sportsmen and social media influencers, the event included a fashion show, a performance by a music band and a cocktail party. An impressive coverage in local print and digital media became a perfect starting point for the brand launch.
Brand Ambassadors
One hundred Czech and Slovak influencers get a sample of the product in a hand-delivered personalized box. Each ambassador is given a unique number that highlights exclusivity of the chosen individuals. The brand ambassadors attend SILBERPFEIL events and promote the brand on their social media profiles.
Branded Parties
SILBERPFEIL is sponsoring a series of parties in high-class bars and nightclubs. Guests get to taste the product at specially organized promo zones with beautiful hostesses. Brand ambassadors have a chance to get to an exclusive VIP area. The last sponsored event was a Halloween party at the biggest Prague’s nightclub where SILBERPFEIL became the main sponsor of the event.
Social Media
The main goal of the social media presence is to primarily present the energy drink as a luxury and exclusive product, to build a community of local followers around the brand and to build brand awareness and brand loyalty – reaching new followers and consumers via interesting content, contests and paid advertising. The most of the effort is aimed at recruiting and maintaining beneficial relationships with influencers.
Results
During the 1st month of the promo, we achieved impressive results in terms of media coverage – 12 publications in both print and online magazines (including well-known Maxim and ForMen), and social media followers – 2k+ on Facebook, 2.5k+ on Instagram and 1k+ on YouTube. In the following months, we will continue organizing branded events, working with brand ambassadors and media and will start an advertising campaign in print magazines and OOH.
The work on the project included:
– Full-Cycle Marketing Strategy Development with a strong focus on PR, Events and Influencers
– Creative Concept Development
– Finding, Recruiting and Maintaining Relationships with Influencers
– Event Management
– Print and Digital Advertising Design
– Promo Materials Design
– Media Planning
– Pitching the Strategy to International Clients
– Strategy Execution