Project “Žalgiriui 600” (600th Anniversary of the Battle of Grunwald)

Summary

The oldest operating and the largest manufacturer of strong alcoholic beverages in Lithuania AB Stumbras often emphasizes history in its activities. In 2010 an anniversary of exactly 600 years of the most important battle of the Grand Duchy of Lithuania in medieval times – the Battle of Grunwald (1410) – was celebrated. In order to contribute to the exceptional commemoration of this date AB Stumbras and its most popular product Lithuanian Vodka initiated the design of the largest model of the Battle of Grunwald. Using mini design parts a historically accurate layout Žalgiriui 600 was created and given to the Lithuanian National Museum. Parts were restored and figures of 1000 soldiers were casted with the help of historians within record time (five months) which filled a battle field in the layout of 20 sq m. This layout helped Stumbras and specifically for the anniversary of the Battle of Grunwald presented Lithuanian Vodka Limited Edition batch Žalgiriui 600 to dominate in the media and achieve the sales target. Without investing even a litas in advertising, only by using the measures of public relations the project also helped to strengthen the image of Stumbras as one of the oldest companies in Lithuania. The event of the Battle of Grunwald model opening in the museum drew huge media attention; the very Minister of Culture of the Republic of Lithuania participated in it.

It is important to mention that advertising of alcohol beverages is strictly limited in Lithuania therefore communication of this project was implemented exclusively using only PR measures.

Situation

On 15 July 2010 one of the most important medieval battles in the history of Lithuania – the Battle of Grunwald – celebrated an anniversary of 600 years. On that occasion, the oldest operating and the largest company of strong alcoholic beverages in Lithuania Stumbras decided to manufacture a special limited edition batch (100 thousand pieces) of the most popular vodka in Lithuania Lithuanian Vodka – Žalgiriui 600 and to use all the profit from this batch for celebration of the anniversary of the Battle of Grunwald. By emphasizing the history of the company which extends to more than a century it was important to create a unique project which would

contribute to the strengthening of links between the corporate image of Stumbras and the history and would distinguish a special batch of Lithuanian Vodka Žalgiriui 600 from other products manufactured for commemoration of this date (from beer, vodka to sweets, sausages, etc.).

Objectives

Objectives of the project Žalgiriui 600:

- To create a record large and historically accurate model of the Battle of Grunwald and present it to the media and the public as the tribute of Stumbras to the history.

- To strengthen the image of AB Stumbras as one of the oldest companies in Lithuania by emphasizing the social responsibility of the company.

- To create opportunities for distinguishing a special limited edition batch of Lithuanian Vodka Žalgiriui 600 from other products which will be specially manufactured for celebration of the 600th anniversary of the Battle of Grunwald (beer, vodka, other alcoholic beverages, sweets, etc.) and in this way to sell the whole batch – 100 thousand pieces of vodka Žalgiriui 600 – by the end of the year.

- To dominate in the communication among different projects intended for the anniversary of the Battle of Grunwald.

Strategy

Several important aspects were assessed during the project implementation:

- Project timing: It was decided to implement the project and present it on the eve of the 600th Anniversary of the Battle of Grunwald.

- Project location: one of the most important Lithuanian museums – the Lithuanian National Museum – agreed to become a project partner. A model of the Battle of Grunwald was created therein and later the model was gifted to the museum where it is being exhibited at the moment.

- Historical accuracy of the project: During the planning of the project it was decided that the model has to be historically accurate, i.e. as if a screenshot of one moment of the Battle of Grunwald. Therefore the Lithuanian Institute of History – an institution having the best historians in Lithuania – was invited to become a project partner. 5 historians of this Institute worked on the project planning.

- Uniqueness of the project: After consulting with historians it was decided that 1000 figures of soldiers will reflect the battle in the model of the Battle of Grunwald which

were specially casted and painted for the project according to sketches of historians. Size of the model – 4 x 5 m (20 sq m).

- Project links with the Stumbras product: the same name Žalgiriui 600.

Execution

Phases of campaign implementation:

1. February-March 2010: Project planning, search for partners (museums, the Lithuanian Institute of History, a design expert).

2. March 2010: Presentation of the project idea to the media.

3. March-July 010: Regular communication campaign: project website, fan page on Facebook (approximately 2000 fans), constant media information about the course of the project.

4. March-April 2010: Work of a team of historians, preparation of the battlefield plan and sketches of soldier figures.

5. April-July 2010: Casting and painting of figures (3D printing technology).

6. May 2010: An event to the media for presentation of the first figure in the model.

7. 14 July 2010: A solemn event in the museum for the opening of the model of the Battle of Grunwald.

8. July-August 2010: The final project communication, highlighting of results.

Documented Results

Results attained:

- Not even a litas was invested in advertising – with the help of public relations within half a year the project attained more than 90 publications in the media, on Internet, TV and radio. The initiator of the project – AB Stumbras was mentioned in the majority of them.

- Journalists of all the main Lithuanian means of mass media participated in the event for opening of the model of the Battle of Grunwald; the Minister of Culture of the Republic of Lithuania inserted the last figure in the model and thus completed it and publicly thanked Stumbras for this project during the opening.

- That evening the article about the event of opening of the model of the Battle of Grunwald was the most important article in the most popular news portal in Lithuania,

it was shown during the news programme of the most popular commercial TV channel and the name of the company Stumbras was also mentioned.

- An original project and its communication helped to strengthen the links of AB Stumbras with the history.

- Among a plenty of other projects for the 600th anniversary of the Battle of Grunwald, the Stumbras media project as well as the special batch of Lithuanian Vodka Žalgiriui 600 was mentioned almost most of the times.

- The whole batch of Lithuanian Vodka limited edition Žalgiriui 600 was sold by the end of the year.

- A designed model of the Battle of Grunwald with a thanksgiving plate to Stumbras company is still standing in the Lithuanian National Museum.

Name of the link

URL

Link

Project website www.zalgiriui600.lt

Facebook project fan page (inactive since the end of 2010)

http://www.facebook.com/Zalgiriui600

Pictures of the Project http://zalgiriui600.lt/projektoeiga.html

Website: National Museum of Lithuania (project partners)

http://lnm.lt

The most popular news portal in Lithuania Delfi.lt: A video report about the model opening

http://tv.delfi.lt/video/e4ErVrgC/

Delfi.lt video report: The first figure of the model produced

http://tv.delfi.lt/video/wBxIFEd8/

Delfi.lt video report: presentation of the model design ideas to the press

http://tv.delfi.lt/video/ZdSsOsmz/

TV report about the model of the Battle of Grunwald (Penki TV)

http://www.youtube.com/watch?v=xnDDhHJURgo

Delfi.lt article and pictures from the model opening event

http://www.delfi.lt/news/daily/lithuania/vilniuje-pristatomas-zalgirio-musio-maketas.d?id=34487731