BUDWEISER BUDVAR: B:INSPIRED

To create a digital magazine site and full content marketing campaign that established a sense of origin, originality and context for the iconic Czech beer brand. To define and unpack the brand’s stories, raise awareness of South Bohemia – home of Budweiser Budvar – and the traditions, heritage and processes with which the beer is made. To craft new, irresistible content strategies and campaigns that engage a younger audience, while re-engaging the established market with Budvar’s unique provenance and brewing methods.

We masterminded and created B:INSPIRED, a powerful digital storytelling destination for the brand, populating it with a series of films and features inspired by Budvar. These explore and establish the Czech Republic, South Bohemia and Budvar’s history through a variety of thematic touch-points: authenticity, originality, the long road to perfection, place, process and independent spirit. From recipes for ‘hoptails’ – Budvar cocktails invented by the UK’s leading barmen – to working with London’s coolest custom motorcycle shop to build the world’s first beer-inspired motorbike, B:INSPIRED has revolutionised brand perception and boosted engagement, driving reach into new, on-demographic audiences and increasing year-on-year sales.

The campaign rolled out digitally in 2016 with massive viewing gains on films across social networks and YouTube, boosting engagement, brand visibility and followers. It became the brand’s core destination point digitally, plugging into all aspects of the marketing activity and feeding national media stories and press trips, earning 150+ pieces of coverage across online and offline channels, including two travel features in The Independent.

The success of both the content and campaign has seen B:INSPIRED expand in scale and ambition every year. Today Budvar really understands the power of brand as publisher and UNTOLD handles marketing, PR and social for the brand. The evolution of the campaign continues. In 2018, we were awarded “Best FMCG Marketing Campaign” at the Northern Digital Awards in recognition of the scale and quality of the journey so far.