Tyskie’s train will connect the south and north of Poland, regardless of compartments
Kompania Piwowarska’s Tyskie brand launches its holiday campaign with a contest under the “Let’s switch to TY regardless of compartments” slogan. The final will see the winners embark on a journey in Tyskie’s Christmas Train, which will start on December 16 and include stops in Tychy and Gdynia.
There are two different rides to win – in the south of Poland with a stop in Tychy and in the north with a stop in Gdynia, while the entire route will symbolically connect the two parts of the country. This unusual journey can be won in a special activation. To take part, simply buy Tyskie Gronie or Tyskie Zero, register the receipt online at www.tyskie.pl and answer the contest question.
The winners will be able to switch to TY in Tyskie’s train and connect with others regardless of compartments. Although the actual look of Tyskie’s Christmas Train remains a secret, the spot, which is the main campaign carrier, reveals a part of it.
- Tyskie’s Christmas Train is a time machine taking people to the world where we meet regardless of any differences or compartments. This year, to highlight this mission, we decided to embark on a journey across Poland – from the north to the south of the country. Our message and, obviously, the best beer will travel from Tychy to Gdynia. I encourage everyone to take part in the contest and follow the train along the route. We guarantee a magical holiday atmosphere, definitely regardless of compartments - says Łukasz Kling, Tyskie Brand Manager.
Tyskie’s Christmas Train made its debut in the brand’s last year’s campaign and enjoyed great popularity among consumers. The train visited: Warsaw, Tychy, Poznań and unexpectedly Żywiec. Additionally, one of the pubs in Żywiec was gifted a barrel of freshly brewed beer. According to the “Przejdźmy na TY” concept, Tyskie has been consistently drawing Poles attention to the necessity to bring people together despite any differences. Regardless of compartments, the train creates a space to talk and get to know each other during a pre-holiday trip.
This year’s campaign will encompass 360-degree communication with promotional materials in points of sale and limited-edition packaging.
The spot was directed by the Konqubinat duo (Karolina Lewicka and Tomek Kapuściński), produced by the Papaya Films production house, and postproduced by the Televisor studio. Sound engineering was delivered by Juice. The online campaign and PR activities are conducted by Huta 19 im. Joachima Fersengelda. The contest is managed by Afekt Agencja Reklamowa. Media buying has been taken care of by Zenith Media.