Winners & Shortlists

HOWL WITH A WOLF

TitleHOWL WITH A WOLF
BrandBACARDI-MARTINI BELGIUM
Product/ServiceERISTOFF VODKA
Category B01. FAST MOVING CONSUMER GOODS
Entrant Company HAPPINESS BRUSSELS, BELGIUM
Advertising Agency HAPPINESS BRUSSELS, BELGIUM
Production Company BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
Credits
Name Company Position
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

Objectives: Move Eristoff from being just another standard vodka in a commoditized category to a bold 'need state spirit' Target: 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.