Raki may bring people together, but there is a catch! The challenge is the communication restrictions we have for wine & spirit brands in Turkey. How & when should we reach the raki lovers to overcome this obstacle? By doing a series of raki events abroad! And how should we find a crowd ready to go abroad? By penetrating into the “away game” crowds in Turkey! Bring football & raki together on an event, invite everyone on the plane & just watch the magic of raki happen!

We created the concept “Away Game Tavern” to announce it to the sports fans while they were “literally” on the way abroad to their team’s away matches. When the plane took off for the away game, we announced our “Away Game Tavern” event in which people could both enjoy their raki & their game with other fellow travelers. We presented everyone on the plane with a couple of raki glasses including our invitation to the event once the plane left Turkey in flight: It was no surprise that almost all of the passengers showed up our series of 6 events throughout 2016.

- Over 5.000 people enjoyed their away game in company with raki during our 6 events abroad.

- An intimate brand community is formed through an unconventional means of communication.

- Brand awareness is increased within a specific audience which is sports & spirit lovers, making the campaign a success for building new & strong relationships with individuals in the community.