On May, 26 Kyiv hosted Champions League Final. Rent prices unfairly grew up to $3.000. Tourists could not find the accommodation for an acceptable price and Kyiv habitants were ashamed of their greedy compatriots. Kyiv Pub Beer Point wanted to help the foreign fans in this stalemate and remind Kyiv football lovers of itself. Beer Point declared war on hotels and launched a special event #FairBnB – Fair Beer and Breakfast. On May, 26 the pub didn’t close, but was open all night long for international fans. Why pay $3.000 for a hotel if you can drink beer for $2 all night and have fun with English, Spanish and Ukrainian fans? In the morning free breakfast, toothbrushes and on board. Two weeks before the game, we became a host on Couchsurfing. We placed our print in the Liverpool fan press and our banner in the Real Madrid fan site inviting football lovers to spend the night at Beer Point in Kyiv. We created a viral effect and, what is more important, we did it in the countries of the Champions League finalists. European tourists, who were coming to Ukraine, knew about our event before booking hotels. TV appearance, media and viral effect in Ukraine got Kyiv fans’ attentions, since they could come, meet the foreign fans and have a great time together. We have spent only $1300 to implement this campaign. As result, a local Kyiv pub got free appearance on national TV, mentions in the international press and 80 million impressions in social media. Monthly attendance by foreigners increased 300%. More than 400 guests during the Final game considering that the capacity is 200 people.
Vitaliy Kokoshko – CEO/Owner Oleh Kyselitsia – Creative Director Olga Kokoshko – Strategic Director Tetiana Pashkivska – Account Director Oleksandr Titarchuk – Copywriter Bogdana Zayets – Copywriter Anastasiia Zakharova – Copywriter Daniil Tkachenko – Copywriter Dmytro Humenuk – Art Director Olena Sidko – Designer