Online & Digital

Postpone Your Birthday

AB Inbev

Issue 55 | June 2020

Agency

BBDO Belgium

Creative Team

Creative Directors Arnaud Pitz, Sebastien De Valck Art Director Ariane Floderer Copywriter Gilles André

Other Credits

Account Team Quentin Donckerwolcke, Lore Desmet Strategy Aurélie Russanowski, Jesse Donkor Production Design Director Eric Leurquin Designer Piet Boeykens Digital Designer Elena Haniotakis Digital Development Matthias Andriessen, Jonathan Pardon Digital Project Director Wouter Has Traffc Planners Karine Uytterhoeven, Monique Van Moer Client Client Contacts Josse Peremans, Maxime Pudzeis, Olivier De Pooter

Date

From March 31st 2020

Background

Having your birthday during lockdown due to COVID-19, that sucks. It means no party, no friends and no toasts in real life to properly celebrate your birthday.

Idea

Belgium’s biggest beer brand, Jupiler, came to the rescue by inviting all Belgians celebrating their birthday during the lockdown to postpone it until afterwards. How? At www.jupilerbirthday.be, Belgians born in March and April could give their birthday date and confirm it with their ID card. Then, they pick a new birthday, after the quarantine has ended.

On that date, as a gift from Jupiler, participants will receive ten free pints to drink in their favourite bar. They can make up for all the lost hugs and cheers and help the country’s bars and cafés return to business.

Results

The activation was launched on March 31st. Within 24 hours 413,000 people had been reached. There were over 6,000 comments and 580 shares. Within two days, 40,000 Belgians had opted to postpone their birthdays and within a month that had risen to 92,452 postponements.

All with zero media budget, showing that Belgians were pleased to receive a positive brand message in these unprecedented times.

Our Thoughts

Here’s a brand thinking about what it can do for the pubs and clubs that are hurting badly. And looking ahead to when this is all over. Optimistic, thoughtful, helpful, this is how you increase brand love and stimulate future sales.