Birra Moretti

Creative idea

Birra Moretti, the underdog beer brand that cherishes simple moments, wanted to reward its target with festival tickets, but not in the standard, tag&share mechanic most brands use. Birra Moretti is all about authenticity, and so must be the festival activation. We tapped into our millennial target and their trending passion: playing pretend in closed Facebook groups. So that’s what we did, we invited all of them to our festival simulator group, where members who had the most fun were rewarded with tickets to the festival. The group hosted exclusive content from the festival, headliners, influencers and Birra Moretti fans.

Brand name: Birra Moretti
Advertiser / client: Heineken Romania
Product / service: Beer
Campaign name: Electric Apperitivo
Agency network:
Agency: Tribal Worldwide Bucharest
Executive creative director: Simina Zidaru
Art director: Ionut Raicu
Copywriter: Madalina Pop
Account director (agency): Ruxandra Popescu
Client account director: Delia Popescu
Strategic planner / strategist: Eduard Biciusca
Senior planner: Andreea Apostoliu
Additional company: Roxana Memetea