Beck’s Unlock Your Memories

About This Project

CONTEXT:

For Beck’s 20th anniversary in Romania, we challenged three content creators to #unlocktheirmemories

WHAT WE DID:

In a compelling venture to unlock the tapestry of memories, Beck’s initiated a unique challenge that beckoned three influential voices to delve into their pasts. The influencers, Andreea Balaban, Ana Gum, and Adrian Dan, were each entrusted with a specific year, tasked with sharing the cherished memories encapsulated within. This immersive campaign, aptly dubbed #unlocktheirmemories, served as a dynamic platform for personal storytelling and community engagement.

As the influencers shared their evocative narratives, their communities responded with a wave of participation and resonance. Beck’s, in acknowledgment of the most compelling and heartfelt responses from these communities, and with the three influencers, rewarded participants with coveted invitations to two of Romania’s premier music festivals—Nostalgia and Summer Well. This synergy between personal recollection and communal interaction fostered a sense of connection and nostalgia, amplifying the brand’s resonance within diverse audience segments.

The reverberations of this activation extended beyond the digital realm. The fall edition of Alist, recognized as one of Romania’s premier newsmagazines, served as a conduit for the campaign’s follow-up. This strategic promotion further solidified the narrative of #unlocktheirmemories, underscoring its significance within the cultural landscape. Through this multifaceted approach, Beck’s not only elevated its brand presence but also created a lasting imprint in the memories of both influencers and their communities.

DELIVERABLES:

• Concepts
• PR & Influencer Management
• Media Awareness