Record-breaking results of the educational campaign featuring Piotr Fronczewski and Pih

Record-breaking performance of Kompania Piwowarska’s „Alcohol and car? That doesn’t rhyme!” educational campaign: 16.8 m reach and 3.2 m engagement. The objective of the campaign was to introduce an innovative form of communication, so the message reaches and engages as many people as possible.

For the communication strategy and creative concept, Kompania Piwowarska and the V&P advertising agency chose the most popular music genre in Poland – rap. The main characters of the campaign are Piotr Fronczewski and Pih, who join forces with the internet users in creating a song with a simple message – do not drink and drive.

– Creating meaningful connections is the foundation of our company strategy. We want to create them also as part of our activities aimed at promoting responsible consumption of alcohol, which in this case refers to driving. The “Alcohol and car? That doesn’t rhyme!” campaign is a result of teamwork, including our company, partner agencies and invited stars. Not to mention the two thousand people who responded to it with their creativity and authentic engagement. We are most happy about the mutual commitment and a massive number of positive reactions online – says Grzegorz Adamski, Public Affairs and Sustainability Director at Kompania Piwowarska.

The campaign was accompanied by a competition within the framework of which the participants submitted their lyrics ideas, proving that alcohol and car do not rhyme and do not go together – both in rhymes and everyday life. Out of over two thousand submissions, the best rhymes were selected as base for the final lyrics written by Pih. The result was a 3- minute song rapped by Piotr Fronczewski and Pih. The beats for the song were provided by Magiera.

– Selecting such an unobvious pair of ambassadors who rapped the song with the use of rhymes submitted by the competition participants and displaying their authentic relationship in the video clip was a bull’s eye. The results of the educational campaign exceeded the assumptions by 460% in the case of reach and over 210% in terms of engagement – that was our goal: to reach as many people as possible with our message – adds Joanna Kownacka, Project Coordinator at V&P.

The “Alcohol and car? That doesn’t rhyme!” campaign sparked great interest online – on KP’s social media channels it generated 6 m reach and 2 m engagement, on YouTube there were 200,000 views and almost 100% positive comment. Besides YouTube, the song can be found in the biggest music streaming services.