One step is enough to acknowledge the value of our own people
A campaing introduced by ALFA beer
In an overall period of crisis regarding the economy, the values and the human relationships, that define Greece in recent years, the few elements that keep people together are the bonds of family and friendship. The ALFA beer, consistent with its communication campaign launched in 2016, through her new film highlights the role our people play in our lives and encourages us to take a simple step to get closer. Closer, this time, to whom we owe what we are today. Says Laurent Delmouly, Chief Marketing Officer at Athenian Brewery: “Consumers want to know about the company behind the product”, and here it is the inspiration.
The new ALFA beer advertising (2017 March)— as a sequel to the previous one — : “One step is enough for you to come closer to your people” (Ένα βήμα αρκεί για να έρθεις κοντά στους ανθρώπους σου), driven by the prevailing situation, targets the hearts and sentiments of people, since it’s dealing with human relationships, and more specifically the father and son relationship, the eternal controversy between the two, the difficulties and misunderstandings that everyday friction creates, and how they can be surpassed with a very simple move, like the offering of a beer. A move of intimacy that harbors them and outweighs any difficulties and obstacles.
The main feature of those recent and subsequent advertisements is the Greek personality and both the human and family relationships. Furthermore, it is a fact that this particular campaign is geared to the Greek market with purely Greek traits: traditional father and daughter relationships (formerly “Thes” advertising), Greek landscapes, Greek expressions and attitudes and Greek music. All above enhance the “Greekness” of the product. Besides, ALFA beer has been purely a Greek product since 1961, despite being promoted through Athinaiki Zithopoiia which is a member of the Heineken NV group.
This is a very immersive and moving advertisement that ends with the voice of Dimitris Mitropanos and Stephanos Korkolis, who surround the story musically in the song "Kapies fores". The creators of the advertisement, feeling inspired by true stories, either from their own experiences, other people experiences, or from stories that accidentally heard by someone, created this extraordinary result. This particular film is a story about human relationships, a real story through which each of us, for his own personal reasons, can see its own reflection. "By succeeding this concurrency, we have simultaneously succeeded in touching the consumer's soul, awakening memories and trigger his emotions," says Senior Brand Manager, Alike Voulgari.
Regarding the great success of this campaign, we must not overlook its promotion strategy, which aired on all digital media (television, internet, radio) as well as in printed forms (posters, magazines) that made it widely known and many related to its lead actors. In fact, by surfing the company’s official website, ALFA beer is introducing its own "family", while giving you the opportunity to "get to know" it by simply inserting your personal details. In this way, it aims to enable the Greek audience to feel involved through these family values, thus, allowing consumers to feel members of the ALFA family, earning its trust.
Along with the campaign, a similar movement was also run with the title: "One step is enough to see your photo with your beloved one on the main streets of the city." It was organized via Internet, and specifically by the ALFA beer website www.alfabeer.gr/enavima of the promotional program entitled as "ALFA - ONE STEP" where the participants had to capture a "selfie" photo that will portray them and their loved one and then follow the instructions to upload it to www.alfabeer.gr/enavima. After that, the best photos were chosen through a selection process and then posted at bus stop panels in the cities of Athens and Thessaloniki as well.
Furthermore, another fact that must be taken under consideration regarding the campaign of ALFA beer is the constant decline in beer consumption in recent years in Greece, with the emergence and constant rise of small brewers, whose quality and diversity make them competitive against large beer groups focusing on mass production, has prompted a change in strategy who now, according to market surveys and studies, are trying to focus on Greek brands that are increasingly accepted by Greek consumers.
All in all, through the values and strengths of the family, ALFA's new film touches the values of the brand itself and reminds us that one step is enough to get closer to our "ALFA" side (“Ένα μόνο βήμα αρκεί για να έρθουμε πιο κοντά στην «ΑΛΦΑ πλευρά μας”). The beer itself makes us more natural, more spontaneous and authentic.
Pro.Ago team: Poppy Kousi, Eleftheria Kostoula-Athanasiou, Dimitri Makris, Marissa Moumouri, Ioannis Spiliopoulos, Aris Tzimas, Eirinaios Trapetsas
