In terms of brand message “Thirsting for life” the Agency team faced the task to develop promotional idea and Main prize capable not just to stand out against the background in period of maximum clatter in beer but also to become to a considerable degree a real eye-opener. After internal discussions – we decided to speak about the dearest wish from everyone childhood – flight to space. We developed 360 degree Get Ready to Space campaign (with TVC, OOH, Trade activations, Digital support and PR events).

Efes Pilsener TA is the following - Males 25-35 years. In Russia, the dearest dream from every man since childhood is to become a cosmonaut and to fly to Space. Efes Pilsener as a brand about experiences gave a chance to every man to realize the strongest experience by purchasing just one bottle of Efes. It was possible to win the main prize by registering just a code from ta single bottle (that means that one bottle of Efes Pilsener could be a ticket to Space).