| Title | HOWL WITH A WOLF |
| Brand | BACARDI-MARTINI BELGIUM |
| Product/Service | ERISTOFF VODKA |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
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HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
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BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness Brussels |
Creative Management/Strategic Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Management/Creative Director |
| Diederik Jeangout |
Happiness Brussels |
Concept Provider |
| Pascal Kemajou |
Happiness Brussels |
Group Account Director |
| Bastien Van Wylick |
Happiness Brussels |
Account Manager |
| Daniel Nino |
Happiness Brussels |
Graphic Designer |
| Joris Joosten |
Happiness Brussels |
Content/Strategic Planner |
| Denis De Groote |
Happiness Brussels |
Digital Strategy Consultent |
| Isabelle Koelman |
Happiness Brussels |
Head Of Digital |
| Sandrine Tezzo |
Happiness Brussels |
Digital/Social Planner |
| Jan Denys |
Happiness Brussels |
Copywriter Nl |
| Roselyne Collart |
Happiness Brussels |
Copywriter Fr |
| Sophie Gunsbourg |
Happiness Brussels |
Offline Producer |
| Bart Vande Maele |
Happiness Brussels |
Offline Producer |
| Guillaume Civel |
Guilaume Civil |
Designer |
The Brief
The objective was to move Eristoff from being just another standard vodka in a commoditized category to a bold 'need state spirit' enable to recruit every new generation of consumers aged 24 years old.
The target audience consisted of 18-24 year old males who thrive on their vibrant network of friends. The Eristoff fans live for the night & go out very often & are highly sociable.
The strategy was to engage Eristoff's Facebook fans and their friends through a direct online activation that would enable them to win tickets to the dance festival 'I love Techno'.
Creative Execution
Howl Live With A Wolf was an experience that made it possible for humans to interact live with a real wolf. The audience could watch the participants in their howling attempts making it even a bigger thrill for the participants.
The concept totally fits the positioning of Eristoff, being known as vodka from 'the land of the wolf' (Georgia). The wolf has always been a main character for their brand image and in their communication. Wolves howl to assemble the pack and identify their pack members. Similar to how the Nightwolves (target audience) gather their friends before going out.
Describe the creative solution to the brief/objective.
We invited people to howl live with real wolves via their webcams in a world's first online
communication between humans and wolves. If the wolves howled back, participants would win tickets for the 'I love Techno' dance event.
To reach a large crowd beforehand and to select the final participants for the howling sessions a Facebook recruitment campaign was organised.
Results
Phase 1: Recruitment
- We exceeded by 116% the number of YouTube views on our recruitment video.
- Reaching an audience of over 5 million
- 436 hours of video watched
Phase 2: Live howling sessions
- A web audience of thousands during the live howling sessions
Global Coverage:
- Featured on 537 websites
- More than 127,000 impressions
- Twitter reach of over 1.3 million
- Making-of broadcasted on ITN TV with a reach of more than 2 million viewers
- Increase in spontaneous awareness of 1.5 points following the campaign