Beck’s and Lowe &Partners – expedition on Danube, from Regensburg to Giurgiu


The expedition of German prizes on Danube brought in Romania the awards of Beck’s Romanian national promotion, after a week of travel which consumers had the opportunity to watch in real time.

Lowe&Partners signed the creative concept for the action, while media, online and promotion’s mechanism were handled by Initiative, MobileWorks and V8.

Packed in 4 huge containers, the awards went on board in German Regensburg port, from where they started the one-week adventure that included an 1,500 km long travel and 7 European countries.

The awards were accompanied by a Becks crew that shared the adventures of the travel with the Romanian consumers via campaign’s websiteBeck’s România Facebook page and transmissions on radio and TV.

Once they arrived in Romania, the containers were open to unveil the prizes: 4BMWs serie 1 made in Germany.

The campaign is declined with unconventional OOH, on radio and online, and also included real time stories on radio and on main Romanian national TVs.

The promotion is active between August 11th – September 30th.

Besides the big prizes, those who participate to the promo can win, weekly, one of the 4,000 souvenir glasses or, daily, 1 of the 10,000 6-packs of Beck’s

Expeditia premiilor germane (I)

Expeditia premiilor germane (II)

Expeditia premiilor germane (III)

The teams working on the campaign:

  • Beck’s: Ecaterina Stefan– Brand Manager, Mihai Prisacariu – Junior Brand Manager and Mihai Bonca – Marketing Manager.
  • Lowe&Partners: Andrei Munteanu – Senior Copywriter, Victor Oprișan – Senior Art Director, Corina Angearu – Client Service Manager and Manuela Gogu – Creative Director.
  • Initiative: Silvia Zbarcea – Account Director and Adriana Ciobanu – Senior Media Planner
  • MobileWorks: Andreea Daniel – Account Manager.
  • V8: Ionut Andrei – Executive Director and Ramona Stanciuc – Account Manager.


Despre Lowe&Partners România

  • Lowe este o companie americană cu headquarters la Londra și birouri în peste 90 de țări și peste 9000 de angajați în reprezentantele sale din întreaga lume.
  • În România de 20 ani, Lowe creează pentru clienți precum: Bancpost, Bergenbier S.A. (Beck’s, Stella Artois, Staropramen),  Terapia Ranbaxy, Unilever (Domestos, Cif, Coccolino, Rexona, Rama, Clear, Signal, Delikat, Knorr),  Johnson & Johnson , Gothaer, BASF, Veka sau Crucea Roșie Română.
  • Lowe&Partners este membră a grupului de companii din care mai fac parte: Initiative, BPN, Golin, SENIORHYPER, MobileWorks și Medic One.
  • Premiată la Epica, Clio, New York Festivals, Cresta, Golden Hammer și, local, la Effie, Ad’Or, AdPrint, ADCro.
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