Music Suits Lechends Well! Another edition of Lech’s music quiz
This year’s calendar of cultural events quickly fills up with important dates. This summer, Lech, which has been supporting the best music initiatives for years, returns not only with festival thrills, but also a nation-wide consumer activation. The “Music Suits Lechends Well” campaign encompasses two designs of collector cans and a music quiz with as many as 18,000 T-shirts with unique designs by young artists to win.
Kompania Piwowarska’s Lech Premium brand is closely connected to the music scene. Over the last few years, it supported a number of events, including Pol’and’Rock, OFF Festival, Audioriver and Polish Hip-Hop Festival. This year, it also serves as the title sponsor for the Hip-Hop award giving ceremony and gala - Lech Polish Hip-Hop Music Awards. And there are even more music-related attractions in the pipeline. On June 1, a popular consumer quiz was launched on the brand’s website, where everyone can test their music knowledge and win ECO shirts.
The prizes are 18,000 T-shirts with graphics by young Polish artists. The brand has prepared as many as 10 unique designs by Michał SEPE Wręga, Bart Sucharski, Tomass Pienczak, Anna COXIE Szejdewik, Klaudiusz RETOU Kędziora, Igor AQUALOOPA Chołda, Iza Turska and Marcin TYBER Tybuś. The special design for the 27th Pol’and’Rock Festival was traditionally prepared by Jurek Owsiak. This year, there will also be a T-shirt dedicated to the 1st ever Lech Polish Hip-Hop Music Awards.
In order to win the prize, one must go to www.lech.pl and enter a special code found under the tab or cap of the Lech beer, and take part in the music quiz. The lucky participants who get the most right answers in a particular day in the shortest time will win T-shirts made from eco cotton with high quality certificates. The consumer activation will last from 01.06 to 29.08.2021. Every day there will be 200 T-shirt to win. The promotion encompasses Lech Premium, Lech Chmiele Cytrusowe, Lech Free 0,0% Chmiele Cytrusowe, Lech Free 0,0% and Lech Pils.
Additionally, store shelves across the country will see two limited edition Lech Premium cans that will please not only the taste buds, but also the eyes of consumers. One of them was designed by Jurek Owsiak, and its multicolour style refers to the Pol’and’Rock Festival. The other promotes the previously mentioned event - Lech Polish Hip-Hop Music Awards.
The creative concept for the “Music Suits Lechends Well” platform was delivered by the Bardzo agency, while media buying was taken care of by the Zenith media house. Digital activities, website management and social media communication were entrusted to the Cut the Mustard agency. Communication with influencers and media is the responsibility of Tailor Made PR. The quiz is coordinated by Kropka Bordo.
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