Insight
St. Pauli, December 2020: For the first time in history, St. Pauli is completely closed. Many pub owners are struggling with the effects of the pandemic. No guests, no parties, no money.
ASTRA | ASTRA St. Pauli Advent Calendar
When St. Pauli had to close down in December 2020 and all pub doors remained shut, ASTRA came up with an idea to support the devastated pubs a little, and to bring the Kiez feeling home to its fans: the ASTRA St. Pauli Advent Calendar. Opening 24 pub doors to help them open again.
Solution
The St. Pauli Advent Calendar. Opening 24 pub doors to help them open again. In order to get fans of the Kiez to support the pubs in St. Pauli, we brought that Kiez feeling home to them. Every day, we opened the doors to a different pub and our fans could win a typical St. Pauli item – like a tattoo, a good beer or “stuff you need in St. Pauli”. To also get them to support the pubs financially, ASTRA‘s Santa Claus never missed an opportunity to call out for donations for the Kiez pubs. In every video, in every story, in display ads, via DOOH, with influencers and even live on Instagram – we asked for a little help everywhere we could.
Result
The campaign reached 5.45 million users within just 4 weeks, achieved 13.41 million impressions and generated 20.928 link clicks. That way we raised almost 15.000 euros on GoFundMe, which we handed over to the participating pubs at the end of our campaign.
Credits
Client: Carlsberg Deutschland GmbH