conceptbakery IS NOW zone

The German-American agency conceptbakery and Zone, the number 1 independent agency from the UK according to "Drum" merged in January 2016. We are now Zone.
 Combined we are a team of 220 (75 strategy, 80 developers, 65 content specialists). We are still independent and owner-managed. Our clients can expect full digital service in the areas of strategy, technology and content. On a high level. On a national and international scale. We are looking forward to this collaboration, new and exciting possibilities, clients and projects! In this spirit ... Welcome to Zone!

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The world's first lager beer

For Pilsner Urquell we act as hybrid between digital, social media and lead agency. We relaunched the brand's website and created a high-quality, interactive experience that works equally well on smartphones, tablets and laptops.

  • Beer brand in terms of interactions on the German social web
  • Cross-media implementation of large scale campaigns
  • Exceeded expected main KPIs for 2014 (best case)
  • Exceeded expected fan growth for 2014 (best case)
  • Exceeded expected post interactions for 2014 (best case)
  • Exceeded expected engagement (best case)
Develop a digital strategy that incorporates all online and offline marketing and communication channels of the brand. Create a cohesive cross-media experience that triggers excitement for the highly traditional Pilsner Urquell brand. Development of original campaign ideas that help to activate the desired target audience. Build a community of brand ambassadors. Increase the readiness among a wider audience to test and purchase the product. Harmonize these efforts with the international marketing team and the global activities of Pilsner Urquell.
Relaunch company website, blog setup and management, newsletter database setup and management , ongoing creation and distribution of newsletter, Facebook Page and Youtube channel setup and management, copy writing and community management, interactive campaign microsites, integration of traditional point of sale & restaurant activities, media buys on Facebook and YouTube, word-of-mouth specials, monitoring, ongoing evaluation and consulting.
Digital has become the main connecting element of each single marketing activity. Consumers are provided with a homogeneous brand image at every touch point. We set up a Facebook page that shows the highest interaction rate of all premium beer brands on the German social web, including the ones with active TV presence. Setup of various communication channels that provide a holistic brand experience covering a diverse range of topics. Execution of many campaigns that serve as benchmarks and best case studies for the international team of Pilsner Urquell.

Digital + Social + Lead

For Pilsner Urquell we act as hybrid between digital, social media and lead agency. We relaunched the brand's website and created a high-quality, interactive experience that works equally well on smartphones, tablets and laptops.

Cross-media campaign

We created a cross-media campaign called "Joseph's Path". It was a trip to the roots of the brand. The project included a microsite and blog offering interactive elements to allow the online audience to participate. Offline activities and events were interlaced with the digital world.

Website Josefsweg Pilsner-Urquell.de/Josefsweg

Josefsweg Route

We grabbed our backpacks and... ...made sure to carry our photo and video gear for our daily blog posts and best-of photo galleries.”

Including Events

The Joseph's Path campaign was just one highlight in a series of events we made accessible to the online and mobile audience.

Braukunst Tour

Trade marketing goes Digital & Social

Typical point of sale marketing activities often include ties into the digital landscape in today's world. Two common ways to use are a microsite or a Facebook page. The common guesswork with offline campaigns can be greatly reduced with such measures.

Facebook International Brand Page

We built a community of loyal and active fans on Facebook. Pilsner Urquell has the highest interaction rates of all premium beer brands on the German social media landscape. This segment includes a number of competitors who have larger budgets and run costly TV ads.

Facebook