| Title | THE POMMERY REVENGE |
| Brand | HANSEATISCHES WEIN- UND SEKT-KONTOR HAWESKO |
| Product/Service | HANSEATISCHES WEIN- UND SEKT-KONTOR |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Media Agency
|
JOST VON BRANDIS SERVICE-AGENTUR Hamburg, GERMANY
|
Credits
| 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 |
| Jan Propach |
Jung Von Matt AG |
Copywriter |
| Michael Kittel |
Jung Von Matt AG |
Art Director |
| 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 |
| 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 |
| Robert Andersen/Michael Seifert |
Jung Von Matt AG |
Digital Creative Director |
| Ivan Mallinowski |
Artec Messebau Gmbh/Co. KG |
Exhibition Constructions |
| Jochen Dirks |
Poolgroup Gmbh |
Technical Director |
| Katja Garff |
Jost Von Brandis Service Agentur Gmbh |
Media Manager |
Results and Effectiveness
Thousands of spectators witnessed the christening at the quay wall.
Another thousands followed via the live stream.
300 selected guests joined the party.
The documentary film of the event was covered by newspapers, blogs, TV and radio stations
worldwide. The day after the event, 1.64 million TV viewers watched the film and more than 300
online portals with a reach of more than 350 million visits shared it.
The media equivalent value only for TV reached an impressive amount of 154,000 € the next
day.
The limited edition of Pommery champagne bottles was already sold out the next day.
Creative Execution
More than 300 selected guests and journalists were invited to the birthday party.
We teased the public with a trailer, social media postings and a microsite on which people could
vote for the avenge to happen at all, name the ship and watch the event via livestream.
On the big day, the bottle was prominently placed in the Hamburg harbour next to the party
location. Spectators were also able to witness the christening at the quay wall. Those who
couldn't make it to the harbor, were able to follow via live stream.
To finally release the ship, we installed an SMS-driven countdown and asked people on location
to cast the last 50 votes. Then the ship smashed against the bottle and it broke spectacularly. A
firework delighted guests and spectators.
Also, a limited edition of Pommery champagne bottles was served at the event and sold in
Hawesko's online shop.
Insights, Strategy and the Idea
The challenge: Even though Hanseatisches Wein- und Sekt-Kontor (short: 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'.