How Continental And VMLY&R Commerce USA Launched A B2B Marketing Campaign In A Lager – The Drum

The Drum Awards for Digital Industries 2022
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December 7, 2022 | 4 min read
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VMLY&R Commerce USA won the B2B Sector at The Drum awards in the Digital Industries category for its Beer brochure campaign. Learn more about what drove this successful campaign below.
Credit: Continental
Continental teamed up with VMLY&R Commerce USA to build the Beer brochure, a lager with a label that’s equipped with a QR code, leading the drinker to the Continental product portfolio or a brand sales rep. The campaign was launched in celebration of Continental’s 150th anniversary, and in an effort to build deeper engagement with distributors.
The brief: Grappling with the pandemic-era rise of remote work — which meant a decrease in in-person meetings — beer brand Continental was in need of a mechanism that would enable it to connect with distributors in a compelling and comprehensive fashion, giving them a chance not only to get a tangible experience of the product but also providing them with a glimpse into the brand’s full product inventory.
The idea: VMLY&R Commerce USA decided that it would develop what amounted to a B2B marketing campaign in the form of a beer. In partnership with Continental, the agency launched the Beer brochure — a German-American lager printed with a a QR code that would lead the drinker (the campaign specifically targeted beer distributors) to a landing page, from which they could browse Continental’s product portfolio. It was like a drinkable catalog, at once giving the customer a taste of the product as well as a glimpse into all of the brand’s other offerings.
The results: The Beer brochure campaign was shortlisted at the 2022 Cannes Lions Awards for the B2B category of consumer services, according to Continental’s website. It also boasted a 97% retention rate.
This campaign won the B2B Sector at The Drum Awards 2022. You can see all the winners here.
The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
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