The campaign was launched in July 2010 and has not been finished yet due to the perpetual interest of Polish fans. The campaign was significantly instrumental in increasing the Budweiser Budvar brand’s awareness in Poland and in enhancing its perception as original Czech beer. Along with the more active business policy of the Polish importer, the campaign “Drevny Kocur” contributed to year-on-year sales increase of Budweiser Budvar Premium Lager by nearly 70%. The campaign can be found at www.drevnykocur.pl.
The campaign was based on four animated episodes of the adventure called “Ceske Legendy Drevnego Kocura“ (Czech Legends of Drevny Kocur), using funny similarities and parallels between Czech and Polish. Polish consumers were asked on the internet to co-create a completely new Czech-Polish dictionary. The basic topics of the spots, which had been put forward by an agency, were completed using contributions and funny ideas from the fans. “The campaign ‘Drevny Kocur’ captured Polish consumers a great deal. Subsequently, various activities originated on Facebook, where the fans themselves e.g. published singularities and curiosities connected with the Czechs and the Czech Republic, chose the most handsome Czech footballer, created new expressions in Czech etc.,” says Budweiser Budvar’s business manager for Poland Jiří Pekhart. At the same time, the fans competed for the main prize – a two-day trip to Budweiser Budvar Brewery. The prize was awarded to the funniest suggestion for a topic of a spot, which was in accordance with the fan’s suggestion eventually carried out.
The campaign results surpassed all expectations, as by 15th September 2010, the “Drevny Kocur” Facebook profile had ranked amongst 20 largest brand profiles on Polish Facebook. 103 million displays of the advertisement were accomplished during the campaign, more than 500,000 virus displays of the spots took place and nearly 40,000 fans on Facebook were gained, who sent 11,000 comments and suggestions for translation.
Budweiser Budvar brand campaigns are awarded by experts in other marketing competitions as well; this year it was the second place for the “The Victory Will Change you” campaign in the expert public poll at Prague Advertising Festival PIAF (the “best beer advertisement” category). In 2005 and 2007, the Budweiser Budvar brand was selected in the list of the most important Czech brands (Superbrands), in 2004 and 2006 it occurred in the prestigious British list of trendy brands that are ‘in’ within the United Kingdom (“Cool Brands“). In recent years, the brand Pardál received many awards for communication as well.