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Our Work

Budweiser Bigger Picture

Build and Protect Reputations, USA

Overview

Changed public perception of the COVID-19 vaccines

What When the news broke in December that a COVID-19 vaccine had been authorized for emergency use, Budweiser scrapped its existing Super Bowl plans and decided to take action to help support vaccine awareness and education. For the first time in 37 years,

Budweiser decided to forego its iconic in-game Super Bowl airtime and reallocate its significant ad media spend to help support vaccine awareness and education through a partnership with the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative.

Übersicht

Die Ergebnisse – was wir erreicht haben

Budweiser’s decision not to run an ad during the Super Bowl and instead make a multimillion-dollar commitment to COVID-19 vaccines awareness and education is a message that resonated with both media and consumers. Virtually every media outlet took notice, with coverage of our message resulting in more than 32.1 billion earned media impressions, the most of any Budweiser Super Bowl campaign ever. Consumer engagement was equally strong with over 75 million views of the film, with a video completion rate of 25%, and 668K social mentions, the most ever for any Budweiser campaign. The campaign succeeded in changing public perception and generated a 3.2% lift in consumer likelihood to get vaccinated. Numerous news outlets declared that Budweiser “won Super Bowl” and called “Bigger Picture” their #1 pick in Super Bowl ad roundups. All this, without a single second of airtime.​

32.1B

Earned Media Impressions

668K

Social Mentions

75M

Views of the film

3.2% Lift

Consumer liklihood to get vaccinated

Übersicht

Die Ergebnisse – was wir erreicht haben

Awards & Creds

Because sometimes it is all glitter and gold…

Public Service and Activism - People’s Voice
Webby Award
2022
Top 40 Campaigns of 2021
PRovoke Global SABRE
2021
Best in Show
PRovoke Innovation SABRE
2022
Best in Digital/Print Media
PRovoke Innovation SABRE
2022
Public Service: COVID-19
PRovoke Innovation SABRE
2022
Best in Social Good/Public Service/Activism
PRovoke Innovation SABRE
2022