| Title | THE FOOTBALL MACHINE |
| Brand | HERTA |
| Product/Service | KNACKI BALL FOOTBALL EDITION |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Sebastien De Valck |
BBDO Belgium |
Creative Director |
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
| Nicolas Gaspart |
BBDO Belgium |
Copywriter |
| Frederic Zouag |
BBDO Belgium |
Art Director |
| Michelle Stas |
BBDO Belgium |
Account Director |
| Sarah Van Praag |
BBDO Belgium |
Account Executive |
| Virginie Delaleu |
BBDO Belgium |
Graphic Designer |
| Jaspers Stoefs/Stijn Van Den Bossche |
Made In Brussels |
Director |
| Filip Van Vangeffelen |
Made In Brussels |
Producer |
The Brief
Promote the Knacki Football special edition in a very short period of time. Get the product into people’s hands so that they could taste it. Link the product to the world of football. Make Knacki Football the best snack for watching matches during the 2014 World Cup.
Describe how the promotion developed from concept to implementation
During the World Cup, Knacki ball has launched its limited edition Knacki Football, Knacki balls which resemble small footballs. For the occasion, they completely transformed the interior of a vending machine located in Antwerp Central’s train station into a mini football stadium. Passersby were asked to press a button to receive their free sample. Once they did, to their surprise the door opened and a mini football stadium appeared. On the ground was an opponent of high standing: Leo Van Der Elst, a Belgian football legend. Once inside, their only aim was to leave with their Knacki Football box: in other words, make a goal.
Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion was a major success. 95% of the people who pressed the button agreed to play a game of football. An average of 473 pots of Knacki Football were given away each day. Sales after the promotion increased by 4.8%.
Explain why the method of promotion was most relevant to the product or service
By creating a football moment linked to tasting the product and giving away samples, we associated the Knacki Football special edition with the world of football. By playing football with a mini ball in a vending machine against a Belgian football legend, we gave people a unique experience. An experience which reinforced the link between football and our product. After this experience, people were given their pot of Knacki Football. So they tasted our product and could talk about it. Which is how we proved that the Knacki Football special edition was the ideal snack for watching World Cup matches.