ICY Beer
The first of its kind two-way live broadcast of a rugby event.
The first of its kind two-way live broadcast of a rugby event where thousands of rugby fans were able to remotely support the Georgian Rugby team during a match in Italy.
Client /
ICY Beer
Awards
2x Gold - KIAF International Festival 2019
2x Gold - White square 2019
2x Silver - KIAF International Festival 2019
2x Silver - AD black sea 2019
3x Bronze - white square 2019
1x Bronze - AD black sea 2019
My role
Project Manager
Contribution
Process planning
Communicating with the client
Setting and managing the scedules
Managing cross-functional teams, including web development and digital products
Participating in the creation of proposal documents
Overseeing the production team
Monitoring project KPIs and managing the advertising budget accordingly
Communications with vendors and outsource partners
Managing PR and media
Challenge
Creating a brand image for ICY, the official beer of the Georgian Rugby team.
Solution
Creating the first-ever rugby live broadcast event and asking Georgian rugby fans to sing the anthem live. The anthem was broadcasted in Italy for Georgian Rugby players to support and encourage them.
Results
Thousands of Georgian rugby fans gathered on the main street of Tbilisi, including the Prime Minister of Georgia and the Mayor of Tbilisi. There was an unprecedented amount of free media coverage, and all the major TV channels and media publishers mentioned the brand. ICY became the top-of-mind brand for rugby fans.