| Title | HOWL WITH A WOLF |
| Brand | BACARDI-MARTINI BELGIUM |
| Product/Service | ERISTOFF VODKA |
| Category |
A02. USER EXPERIENCE |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
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 |
Creative Execution
We've created the microsite www.howlwithawolf.be and communicated this via Facebook ads and YouTube sponsored ads. A video trailer communicated the exclusive live event and activated people to apply for the final event.
For the actual live stream we've set-up a satellite connection between the Wolf Conservation Trust in the United Kingdom and our servers in Belgium. The selected participants logged in to an exclusive Skype address and were connected to our special video set-up in the wolves' perimeter. The microsite streamed the full live even and was open for public.
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
The object was to move Eristoff from being just another standard vodka in a commoditized category to a bold 'need state spirit'
The target audience is 18-24 year old males who thrive on their vibrant network of friendship groups. The Eristoff fans are a close-knit group of friends that live for the night & go out very often & are highly sociable.
Insight: Eristoff's crowd on Facebook are called Nightwolves. In nature, real wolves accept each other in their pack simply by howling.
Idea: Eristoff invited people to howl live with real wolves via their webcams. If the wolves howl back, participants won tickets for the 'I love Techno' dance festival.