URSUS - The King of Beer in Romania

URSUS - The King of Beer in Romania

SEND THE DELIVERABLES LINK TO: Teodora.migdalovici@thealternativeschool.com / win@thealternativeschool.com
MANDATORY. Submissions must be shared via a link. Solutions sent as email attachments WILL NOT BE considered.

Celebrating the Legendary heritage of the iconic Romanian brand

“Ursus Legendary” is a campaign celebrating over 140 years of Ursus’ heritage, reinforcing its title as “King of Beer in Romania” by immersing the audience in its rich history of innovating and being “THE beer” for all the hip parties, concerts, HORECA locations and gathering with friends.

Disciplines / skills: PR / Strategy

The client:

Ursus is the leader of the premium beer segment and the go-to brand Romanians recommend when foreigners want to try “The best local beer”.

Campaign’s Tone of voice:

Modern, light-hearted, witty, adapted to 20 - 25 y.o. conversational style.

The Audience / conversation partners:

Young adults drinking beer in casual social occasions, but don’t think too much about the associated brands. They heard from their parents (or in old commercials) that Ursus is The King of Beer in Romania, but they don’t really know why.

What:

Create a PR campaign that will convince young adults that Ursus is an iconic brand, The King of Beer in Romania for over 140 years, and drive brand attachment.

How do we measure success ?

The originality of the insight and creative angle - why should people care?

Advertising potential:

Is it consistent with Ursus’ TOV?

Does it have cut-through potential?

(engaging, the brand can be easily recognized)

Is the message clear and easy to understand?

Is it compelling?

(relevant enough to create brand attachment)

Deliverables:

1.A PR campaign driving brand attachment among young adults (20 - 25y.o.), thus becoming the brand ambassdors for this iconic Romanian brand and its heritage.

Technicalities:
A Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b) The Insight: 3 lines on how you found it by exploring the pop culture, habits, and challenges of the target c) Up to 3 paragraphs focusing on how to drive brand appeal for the target - what aspects of Ursus’ heritage will you focus on and how will you leverage them to engage our target, d) Up to 2 paragraphs explaining what PR touchpoints you will leverage and why you chose them, e) The Expected outcome in 2025 - 2-4 lines.

b) 3 creative items of your choice:

Visuals / short video / copy /audio script / SoMe / Digital content, depending on the PR touch points you chose in your strategy

c). A 3 board, landscape, containing the name of the team, the title of the campaign. The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. Idea 2. Insight / Tension 3. Strategy 4. Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs:

https://thealternativeschool.com/the-school/explore-briefs

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 13.12.2024, 10 AM

Make sure the link is public before sending the email.

Contact:

andra@thealternativeschool.com

Any further recommendations ?

The campaign shouldn’t be a “boring” history lesson. It is meant to drive engagement and be relatable for young adults. By the end of the campaign Ursus shouldn’t feel like a dusty-old brand, but like a brand that always managed to be youthful and up-to-date.

Q&A helping you to better solve the brief:

  1. Can we come up with specific creative solutions ?
    Yes, you can come up with limited edition packaging, special packs with gifts, merchandise or whatever else you think it will help drive awareness of your campaign at the point of sale or in any other interaction contexts might serve your strategy.

  2. Do we have to use “legendary” as a term?
    No. You can use it if it inspires you and if it makes sense in your creative solution, BUT it isn’t mandatory. However, it’s important to use “King of Beer in Romania”.

  3. Final recommendations for the board ?
    a) The idea / insight (translated in the title of the board) should give a very clear reference to your strategy & creative solution.
    b) Keep the board’s text to a minimum, everything else - the extra-details - could be integrated in the pdf.
    c) Use white space, keep the board decluttered, integrate impactful visuals
    d) The clarity, magnetism, appeal of the board (selling basically your idea) is the first step to win the jurors’ attention & appreciation.

URSUS - The King of Beer in Romania.pdf
URSUS - The King of Beer in Romania.pdf

Client: Ursus

/ skills: PR / Strategy

Briefs

Discover all Briefs

News article cover image.

12/13/24, 11:59 PM

Raiffeisen Smart Market

New customers through easy banking, easy Living

Raiffeisen, the bank that keeps on giving

Through Smart Market, the Smart Mobile app users have a privileged, upgraded value for everything they buy, while also making conscious decisions related to their carbon footprint and the ways they can contribute to its reduction, thus positively impacting the planet.

https://www.raiffeisen.ro/ro/persoane-fizice/produsele-noastre/digital-banking/smart-market.html

Disciplines / skills: Digital & Digital Visual Languages / Strategy

The client:

Raiffeisen Bank, a contemporary leading universal bank in Romania has been serving over 2.2 million clients—both individuals and businesses—for more than 25 years.

Campaign’s Tone of voice:

Fluent, smart, efficient, convincing, adapted to Gen Z conversational style.

The Audience / conversation partners:

Digital born Romanians appreciating both #SmartMarket’s features: “value for money” with imediate impact on their budget & benefits + a raised level on consciousness

What:

*Create a digital first campaign for digital-born users to reach out for new clients appreciating Smart Market features, and its tangible and intangible benefits

How do we measure success ?

The impact of the idea in generating new, happy customers, through the biggest possible number of the Smart Market active users

The likeability & appeal of the creative solution (is it exciting, exhilarating, magnetic ?)

The quality of the visually related content

The virality of the creative solution

The originality of the insight & strategic approach

Deliverables:

1.A digital first campaign for digital users to secure new clients via SmartMarket benefits.

2.Create the most impactful visual content for promoting SmartMarket & its features

Technicalities:
A Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b. | The Insight: 3 lines on how you found it by exploring the pop culture, habits, and challenges of the digitally born generation c. | The Expected outcome in 2025 - 2-4 lines.

b) 3 visual items of your choice.

mp4 format for the video solutions |gif for gif | PNG for the static (SoMe posts, posters)

c). | A 3 board, landscape, containing the name of the team, the title of the campaign. | The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. | Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs:

https://thealternativeschool.com/the-school/explore-briefs

Relevant links:

  1. About Smart Market:
    https://www.raiffeisen.ro/ro/persoane-fizice/produsele-noastre/digital-banking/smart-market.html

  2. About Smart Mobile, to be downloaded in order to access SmartMarket:
    https://www.raiffeisen.ro/ro/persoane-fizice/produsele-noastre/digital-banking/mobile-banking.html
    Deadline:
    Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 13.12.2024
    Make sure the link is public before sending the email.
    Contact:
    andra@thealternativeschool.com
    Any further recommendations ?
    Do your best to integrate pop-culture references from visual arts & music for the digitalised Romanians, appreciating SmartMarket benefits, both tangible and intangible, material & in terms of raised consciousness.
    Q&A helping you to better solve the brief:

  3. Could we come up with new features for Smart Market ?
    You are encouraged to come up with new features, GenZ relevant, as part of the promo campaign for Smart Market.

  4. Ojo - pay attention !
    When creating the solution, pay attention to the difference between strategy and social media as obvious tools for a digital first campaign.
    SoMe is supporting the strategy, but never replace it.

  5. Other medias, beyond the digital ?
    You are encouraged to explore an unexpected media mix, if this is helping reaching out and securing new customers interested in the Smart Market benefits.

  6. Final recommendations for the board ?
    a) The idea / insight (translated in the title of the board) should give a very clear reference to your strategy & creative solution.
    b) Keep the board’s text to a minimum, everything else - the extra-details - could be integrated in the pdf.
    c) Use white space, keep the board decluttered, integrate impactful visuals
    d) The clarity, magnetism, appeal of the board (selling basically your idea) is the first step to win the jurors’ attention & appreciation.

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News article cover image.

3/14/25, 11:59 PM

Romanian Ice Cream

Disciplines / skills: design / visual languages / strategy / social media

What:

Create the identity (name, logo, optional slogan) for an ice cream Romanian brand, Gen Z driven. It’s a premium brand in terms of quality, look & feel of the packaging, to be found in nicely designed, easily accessible locations in Bucharest & on line, at a friendly price. Make it versatile-ready, easily to be declined in different color codes & contexts. Create a launching strategy with focus on social media & decline it in a social media post sample.

Brand DNA:

Culturally insightful. Be it pop-culture or tradition (reinterpreted). Romanian.

Brand style:

Eye candy. Aware of the latest trends in graphic design / typography.

Tone of voice:

Funny, conversational, perfectly relevant for intelligent Romanian Gen Zetters.

The Audience:

Romanian Gen Z, urban, hyper digitalized, cosmopolite, many of them video game players.

Smart approach on life, optimists, opportunity seekers, solution driven people.

Deliverables:

1.Decline the logo on a sticker. (2,5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printable version or 1350x1080 pixels/size for the digital sticker)

2.Create a social media post for its launch. (could be video or a format easily to be declined in print.)

3. Explain in one page or less (pdf):

3.1. the concept of the logo in 2-3 lines

3.2. the launching strategy, making this ice cream top of the mind for the Gen

Z. 4 lines

3.3. the social media approach, so the launch of this new born Romanian ice cream brand would be a resounding success among GEN Z, transforming it in a delightful contemporary local love brand – 3-4 lines

3.4. Explain why this strategy will bring exceptional results in sales, as much as in likeability. Expected results. 3 -5 lines

4. On an A 3 board, present in a concise, appealing form the logo, the social media post (if print, or 3 stills if video) & complete with 1-2 lines the following headlines: 1. Insight 2. Idea 3. Strategy 4. Expected outcome. Ad up other complementary visuals, if necessary.

Samples of A3 competition boards solving similar briefs could be found on the dedicated previous section on the website: Previous-Work.

Deadline: March 14th

Send your cv & solutions on a google drive link until March 14th.

Contact:

win@thealternativeschool.com,

andra@thealternativeschool.com.

Mention the name of your program study / faculty in the subject.

Few Q&A helping you to better solve the brief:

  1. Can we use a foreign language in the name selection?
    Our target audience is cosmopolite, Romanians are very often polyglots so yes, if the final outcome of your creative work is relevant for the audience, you can pick a foreign language for the naming.

  2. Other recommendations for the naming?
    You can explore alliteration, assonance, reduplication to make it musical when pronounced and easily to remember.

  3. Do you have other guiding elements for the visual experience?
    3.1. The characters, the colors and the visual content are setting the mood of the brand, so be aware of their vibe & meaning.
    3.2. Gamers are part of the audience. This can be a hint for the visual’s character. Use this insight in the strategy & social media solutions.

  4. Any references for the strategy?
    Make it as engaging as possible. Make it so memorable the brand goes into the pop-culture. Meme-like popular. Think how to integrate the brand into video brands narratives.

  5. What about the A3 board?
    Structuring the essentials of the case study and selling your idea via an A 3 board is a Cannes Lions tradition. Integrating all you work in this board is a skill showing the evaluators you can be great communicators balancing properly visual and text. Think of it as the Ad of the Ad. When creating the board, keep the text to a minimum. Be insightful and relevant with the copy, have a bold title and a good overall visual experience.

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