baltic pr awards 2011: project “Žalgiriui 600” (600th anniversary of the battle of grunwald)
DESCRIPTION
Pro Group; LTCORPORATE COMMUNICATIONTRANSCRIPT
Project Žalgiriui 600600th Anniversary of the Battle of Grunwald
PRO GROUP
Project assumptions History:2010 is the 600 anniversary of the biggest and most important battle in Lithuania’s history – the Battle of Grunwald (Žalgiris, 1410).
STUMBRAS:On this occasion STUMBRAS, the oldest strong beverages producer in Lithuania, introduced a special edition of the most popular vodka - LITHUANIAN VODKA Žalgiris 600. The company decided to allocate all sales profit for implementation of an interesting idea.
The task:The communication agency got a task to create a project that would mark this important date in an original way and assist STUMBRAS with sales of the whole limited edition vodka.
Idea
Communication agency PRO GROUP came up with an idea that was approved and implemented – creation of the largest Grunwald (Žalgiris) Battle model.
The model had to be exceptional in:
• size – 20 sq. meters;• historical faithfulness, suitable for the museum;• precise details;• impressive mass scenes.
• To strengthen the image of STUMBRAS as one of the oldest companies in Lithuania.
• To create a record large and historically accurate model of the Battle of Grunwald and present it to the media and the public as the tribute of STUMBRAS to the history.
• To create opportunities for distinguishing a special limited edition batch of Lithuanian Vodka Žalgiriui 600 from other products which will be specially manufactured for celebration of the 600th anniversary of the Battle of Grunwald.
• To dominate in the communication among different projects and products intended for the anniversary of the Battle of Grunwald.
Objectives
Exhibitions Beer
BeerSport eventsBooks Post stamps Sweet stuff
Mead Special coins
ChallengesTiming: the project had to be implemented in 5 months since the approval of the idea.
Model maker: we found a professional, who could work on the project full time for 4 months.
Figures: historically precise, special casting.
Location: cooperation with Lithuanian National Museum.
Historical part of the project: Lithuanian Institute of History became partners of the project. 5 historians were working on it for three months.
Connection with STUMBRAS: effective communication.
Implementation
4 months in pictures… >>>
Implementation in pictures
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Implementation in pictures
Implementation in pictures
Implementation in pictures
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Implementation in pictures
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Implementation in pictures
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Implementation in pictures
The Model
Facts about the model:
• 20 sq. meters (5x4);
• About 400 trees were “planted”;
• More than 1000 figures of Lithuanian, Polish and German soldiers were hand made – casted and painted;
• 40 battle flags were historically restored and included in the model;
• 4 settlements and 3 camps were established.
3 communication events for the media:
1. Presentation of the model idea.
2. An event dedicated to placing the first figure on the model.
3. The opening of the model on anniversary eve.
All events were attended by huge number of media people from web portals, dailies, TV and radio. STUMBRAS was presented as the main sponsor and the author of the idea.
Communication (I)
Other communication channels:
• Special project website www.zalgiriui600.lt, presenting the whole process of model development.
• Facebook fan page (about 2000 fans).
• Blogs: one night before presentation to the media was dedicated to bloggers.
• Special information about the project was attached to every bottle of Lithuanian Vodka Žalgiris 600.
Communication in all channels featured strong association with STUMBRAS.
Communication (II)
The project generated more than 100 publications and reports in internet, press, TV and radio during the whole period. The initiator of the project – STUMBRAS was mentioned in the majority of them.
Not even a litas was invested in advertising.
The Minister of Culture of the Republic of Lithuania inserted the last figure in the model and thus completed it and publicly thanked STUMBRAS for this project during the opening.
That evening (14 July) this was most important event in media (most popular news portals and commercial TV channels).
Achieved results (I)
Project helped to strengthen the links of STUMBRAS with the history.
Among a plenty of other projects for the 600th anniversary of the Battle of Grunwald, the STUMBRAS media project was mentioned almost most of the times.
The whole batch of Lithuanian Vodka limited edition Žalgiris 600 was sold by the end of the year.
A designed model of the Battle of Grunwald with a thanksgiving plate to STUMBRAS company is still standing in the Lithuanian National Museum.
A result that was not planned: museum attendance increased by several percents.
Achieved results (II)
Media about the project
Thank You!
Karolis Žukauskas
Communication agency PRO GROUP
Vilnius, Lithuania Mobile: (+370) 69902037
E-mail: [email protected]