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Guerilla Streetwashing Innsbruck

Bürgerbräu Innsbruck

Revival of a Historic Brand

A comeback that tastes good – With a well-thought-out strategic approach and modern appearance.

Initial Situation

After more than 60 years in a deep slumber, Bürgerbräu Innsbruck reawakened in the fall of 2021.


The beer distinguishes itself through its mild, balanced taste, which is subtly and pleasantly bitter. The balance of hop and malt aromas makes Bürgerbräu Innsbruck a refreshing thirst quencher. 

Out of Home mit Formatsprengung

Beer with History. And Tradition.

From 1825, beer was brewed in the Bürgerliches Brauhaus in Innsbruck. Here lie the roots of Bürgerbräu Innsbruck. For generations, it was the regional everyday beer. Today, it is brewed at the Falkenstein Brewery in Lienz/Osttirol. Back since autumn 2021: thankfully! It builds on old traditions. 


Bürgerbräu is intended to be understood as THE beer for everyone. It is available in well-stocked retail outlets and selected Tyrolean gastronomy establishments.


Out of Home mit Formatsprengung
Out Of Home | Format Breaking
Guerilla Marketing | Street Washing
Website buergerbraeu.at

Approach

Within the framework of a strategy process, the brand core was comprehensively developed. This ensures that communication is oriented to the needs of the target group and meets them where they reside. The respective local scenes come together centrally at their hotspots. At these hotspots, we create valuable touchpoints and moments with the Bürgerbräu Innsbruck brand.

Brand In A Bottle

The strategic elaborations are captured in the Brand In A Bottle. This is divided into the following categories:


  • The Bürgerbräu DNA
  • Defined Innsbruck Experiences & Moments – aside from the Golden Roof & co.
  • Functional Benefit of the Brand
  • Emotional Benefit of the Brand
  • Social Benefit of the Brand
  • The Benefit Ladder: Has, Does, Feels, Shows
  • Brand Persona
  • Brand Role
  • Brand Personality

Content & Storytelling

Our social media strategy follows the approach defined in the "Brand In A Bottle", combining beer with the local experiences that communities have here in Innsbruck. Community members are insiders. They are informed and thus scene experts and goers.

They pursue the communal: In the mountains, in the valley - in all the moments they indulge their passion. And because the Bürgerbräu Innsbruck brand knows its communities, it moves precisely in this environment. It appears where the members are.


  • Identification of hotspots in and around Innsbruck (radius 35 km)
  • The Bürgerbräu Bulli, a restored VW T2 as a touchpoint and for increasing awareness
  • Contests – Delivery of prizes with the Bürgerbräu Bulli
  • Target groups focused in content and storylines


In all measures, it was important to adhere to the strict guidelines of the brand and always emphasize responsible consumption.

Mockup Smartphone Social Media
Content Instagram
6020 Stadtmagazin Inserat 1/1 Seite
Ad in 6020 City Magazine
Story Night at Patagonia
At the Hotspot Hungerburgbahn/Rennweg Trail Biking
Surprise for Innsbruck Co-Working Spaces
Hotspot Hafelekar
Hotspot Marktplatz
Hotspot Sillschlucht
  1. 01
    Brand in a Bottle

    Comprehensive strategic documents for brand development and product positioning.

  2. 02
    Target Group
    Positioning

    Outdoor enthusiasts aged 25 and over who gather at Innsbruck's hotspots and are insiders in the truest sense of the word.

  3. 03
    Content Creation

    Social media as the main channel for creating brand buzz and as an entry point to target groups. Build reach and awareness with contests.

  4. 04
    Bürgerbräu Bulli

    A revitalized VW T2 in the look & feel of the brand, moving through Innsbruck as a brand ambassador and charmingly communicating the brand.

Keyfacts

  • Project period: ongoing since 2021
  • Services provided: Strategy, Brand Positioning, Storytelling, Content Creation, Social Media, Traditional Advertising Measures
  • Highlights: Brand awareness in public spaces with the Bürgerbräu Bulli

in Detail

  • Brand & Strategy

    • Brand Soul
    • Communication Strategy
    • Positioning

  • Content & Story

    • Content Strategy
    • Content Creation
    • Content Editing
    • Editorial & Public Relations
    • Social Media
    • Monitoring & Reporting
    • Strategic Detailed Planning

  • Design

    • Editorial Design
    • Print Design

Client

  • 1 Marketing Director
  • 1 Marketing Manager
  • 1 Brand Manager
  • 1 Design Agency for Corporate Design & Packaging

Breitetiefe

  • 2 Brand Strategists
  • 1 Project Manager
  • 1 Graphic Designer
  • 1 Content Creator

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