Multiply: Pilsner Urquell

Client: SAB Miller through Multiply UK
Project: Plan and manage the development of a new multi-lingual global website
Services: Planning, content strategy, project management, functional requirements documentation, creative copy, SEO and social media strategy
Site: www.pilsnerurquell.com

Pilsner Urquell, the original pilsner from Pilsen, Czech Republic, was created in 1842, and was the first of the pilsner style beers. The flagship brand of SABMiller’s international premium brand portfolio, it is distributed in over 40 countries worldwide.

We were approached by Multiply UK in Edinburgh to plan and project manage the development of the new Pilsner Urquell website. Our objective was to create a multi-lingual global site for local markets, where the 11 brand teams around the world can feature their own local interest content, while ensuring that brand integrity is maintained.

From engagement through to final delivery, the project took seven months, a challenging timescale as we took the project from brief, which we wrote following a strategy meeting with the client, through website planning, development resource acquisition, technical project management and user and stress testing. The deadline was fixed as the site had to be live in time for the Open Championship, for which Pilsner Urquell is the official beer sponsor.

We worked closely with a wide variety of disparate stakeholders and resources, including the client teams at SABMiller, the design and video production teams at Multiply, the brand’s ATL agency, hosting company, and internal IT department, the DAVEX developers, and the specialists who conducted the server stress testing. We also arranged the site’s user acceptance testing and liaised closely with the first country brand teams to come online, assisting them with getting to know the CMS built by the DAVEX developers.

We also wrote the creative copy for the brand areas of the site and created an 18 month social media marketing strategy for the country brand teams to execute as each of them come online over the course of 2010 / 2011.