Title	THE POMMERY REVENGE
Brand	HANSEATISCHES WEIN- UND SEKT-KONTOR HAWESKO
Product/Service	HANSEATISCHES WEIN- UND SEKT-KONTOR HAWESKO
Category	A05. LIVE EXPERIENCE
Entrant Company	JUNG von MATT Hamburg, GERMANY
Contributing Company 2	JUNG von MATT Hamburg, GERMANY
Contributing Company	JOST VON BRANDIS SERVICE-AGENTUR Hamburg, GERMANY

Name	Company	Position
Goetz Ulmer	Jung Von Matt AG	Chief Creative Officer
Joachim Kortlepel	Jung Von Matt AG	Chief Creative Officer
Thimoteus Wagner	Jung Von Matt AG	Chief Creative Officer
Fabian Frese	Jung Von Matt AG	Creative Director
Lutz Nebelin	Jung Von Matt AG	Creative Director
Robert Ehlers	Jung Von Matt AG	Creative Director
Pavel Bondarenko	Jung Von Matt AG	Art Director
Heiner Twenhaefel	Jung Von Matt AG	Copywriter
Michael Kittel	Jung Von Matt AG	Art Director
Jan Propach	Jung Von Matt AG	Copywriter
Detlef Klappert	Jung Von Matt AG	Conceptionist
Francisco Perez/Matthias Veuhoff/Andres Maldonado	Jung Von Matt AG	Graphic Designer
Jens Willers/Florian Kaspereit	Jung Von Matt AG	Production Designer
Robert Andersen/Michael Seifert	Jung Von Matt AG	Digital Creative Director
Julia Kroemker	Jung Von Matt AG	Client Service Director
Marina Ziegler/Lena Schlieper	Jung Von Matt AG	Account Director
Sebastian Horstmann	Jung Von Matt AG	Junior Project Manager
Jochen Dirks	Poolgroup Gmbh	Technical Director
Ivan Mallinowski	Artec Messebau Gmbh/Co. KG	Exhibition Constructions
Katja Garff	Jost Von Brandis Service Agentur Gmbh	Media Manager

The Campaign

Germany has great potential for branded entertainment in TV, film and online. Branded entertainment has become popular because companies can organically integrate their products and brand messaging directly into the content and then create unique and innovative global consumer marketing and promotional campaigns. In April 2010 the law for branded entertainment and product placement has been revised in Germany in terms of opening the law for more opportunities. Thus, German companies have only started to investigate the many profitable possibilities of integration compared to the US and UK market, where branded entertainment is part of the advertising for a very long time. Therefore these branded entertainment markets are already very large and robust. Branded content is allowed in sports and non-informational TV channels as well as in 'light entertainment' productions. There are still some restrictions given by the government, which regulate branded entertainment. Therefore it is not allowed to promote any brand obviously in news programs, children's programmes as well as counselors and consumer programmes.

Results

The challenge: Even though Hawesko is Germany's leading champagne and wine retailer, most people don't really know Hawesko. We wanted to change that by creating an unseen media spectacle to celebrate Hawesko's 50th birthday. Our idea: We avenge the countless champagne bottles that have been smashed against ship's hulls at ship christenings. Therefore, we built the world's largest champagne bottle and this time we turned the tables and smashed a ship against it. We called it 'The Revenge of the Champagne'. More than 300 customers, celebrities, partners and friends of Hawesko were invited to an exclusive party. Then, we teased the public with a trailer, social media postings and a microsite on which people could vote for the avenge to make it happen at all, name the ship and watch the event via a live stream. It took 4.5 months to build the boat and the world's largest champagne bottle: 17 meters, 40 tons. On the big day, the bottle was placed in the harbour next to the party location. Spectators were also able to witness the rather unusual christening at the quay wall. Those who couldn't make it to the harbor were able to follow via the live stream. To finally release the ship to smash it against the bottle, we installed an SMS-driven countdown and asked people on location to cast the last necessary 50 votes. And then it happened: we smashed the 7 m ship 'Champanic' against the bottle and it broke. Revenge had been taken. A huge firework started and delighted guests and spectators. The revenge was celebrated until the early morning hours. Finally, a limited edition of Pommery champagne bottles was served at the event and also sold in Hawesko's online shop. The edition was completely sold out by the end of the next day.

300 guests including partners, friends and customers of Hanseatisches Wein- und Sekt-Kontor (short: Hawesko) as well as celebrities were invited to the 50th anniversary party of Hawesko, taking place at the Hamburg Harbour. A 17m high champagne bottle was the center of attention, branded with the logos and designs of Hawesko and its partner Pommery. The guests as well as thousands of spectators at the harbour quay wall witnessed the ship smashing against the bottle. Thousands of users followed the event via our live stream.

300 customers, partners and friends of Hawesko as well as celebrities joined the party which was a great success for Hawesko. Thousands of spectators witnessed the christening at the quay wall, filmed the event and shared it via Social Media. Another thousands followed via the live stream. The documentary film of the event was covered by newspapers, blogs, TV and radio stations all over the world. The first day after the event, 1.64 million TV viewers watched the film and more than 300 online portals with a total reach of more than 350 million visits shared it. The media equivalent value only for TV reached an impressive amount of 154,000 € - at the first day after the event. Hawesko became known as the avenger of champagne, it reached its communication goals and exceeded all expectations.