Background
Budweiser Budvar prepared a 30-second campaign centered around its partnership with the Czech Olympic team. The creative leaned into national pride, support for fans, and Budvar’s position as a brewery.
While the campaign was clearly linked to the COT, Budvar wanted to ensure the partnership strengthened the Budvar brand itself, not just the Olympic team.
The brand turned to Behavio to validate its concept before committing to full production.
Pain Point
Major sponsorship campaigns carry both opportunity and risk. Budvar needed to understand:
- Would viewers clearly connect the COT partnership to Budvar?
- Would branding be strong enough?
- How would the emotional tone land?
- Was the creative reinforcing Budvar’s position in the beer category?
Without testing, the risk was simple: the partner could overshadow the brand.
“Testing the animatic with Behavio is always helpful, and this time was no different. Based on the results, we simplified the storyline, strengthened the branding at the beginning, and improved category relevance. The feedback was clear, practical, easy to act on, and, most importantly, delivered positive results.”
Gabriela Kudrnacova
Marketing Manager
Behavio’s Insight
Testing the animatic showed mid-level results. The partnership message was communicated clearly and slightly above average, but supporting messages and category recall were closer to the benchmark.
In short, the concept worked, but its impact was rather moderate.
Outcome
Based on Behavio’s insights, Budvar refined the execution before full production.
When the final campaign was tested, performance improved significantly — especially in communicating the product category and COT partnership, which moved clearly above average. The fully produced ad turned a solid concept into a strong brand-building campaign.
With data-backed validation in hand, Budvar could confidently move forward, knowing the COT partnership really worked for the brand, not just for the event.
