• Outdoor was the perfect medium for our national, hyper-local strategy. Soproni used 755 Billboards and 495 Citylight sites....with 455 different creative executions!

• Each poster had a huge photo and the name of the bartender who worked in the nearest bar that served draught Soproni. Full directions to the bar also featured on the poster.

• Those people that saw the poster, but decided to buy cans of Soproni in the supermarket, were then rewarded with a special promotional ringpull that could be redeemed for a free pint of draught Soproni at their nearest local bar.

• The campaign posed a huge logistical challenge. A month alone was spent optimising these addresses. Printing took a week, with one of Hungary’s printing houses at maximum capacity. Each poster was packaged and delivered individually.• Supporting TV and online drove awareness of the promotion.

• Soproni became the number 1 beer in Hungary for the first time in its history.

• Over a million promotional cans – 50% redemption rate – were exchanged in pubs for a free pint of Soproni. The brand achieved its share-gain goal while also growing its whole market. • The OOH advertising significantly outperformed the benchmark indices for average outdoor campaigns: perception 163 (total 47.3%), identification 124 (total 63.7%) like 129 (altogether 74% liked our campaign). Source: PosterTest/Szonda Ipsos.

• In total, we achieved 77% better results than an average outdoor campaign, and 51% better than the average campaigns from the beer segment.