Title	THE BAVARIAN ALPS AFLOAT BY ALMIGHURT
Brand	EHRMANN AG OBERSCHÖNEGG IM ALLGÄU
Product/Service	ALMIGHURT
Category	B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Media Agency 2	MEC Düsseldorf, GERMANY
Entrant Company	MEC Düsseldorf, GERMANY
Media Agency	MEC ACCESS Düsseldorf, GERMANY

Name	Company	Position
Frank Lenßen	MEC Gmbh	Managing Partner
Mathias Lennartz	MEC Gmbh	Director Live Communication
Isabelle Mallon	MEC Gmbh	Consultant Live Communication
Tim Trapmann	MEC Gmbh	Senior Consultant Public Relations
Peter Mauelshagen	Form Und Raum Gmbh	Ceo
Jörg Esser	Form Und Raum Gmbh	Key/Account Manager
Vinh Giang Ly	Form Und Raum Gmbh	Project Manager

The Brief

Ehrmann‘s Almighurt, being Germany‘s favourite fruit yoghurt celebrates its 50th anniversary in 2014. They sought to mark this special occasion, by celebrating with the entire country and putting the brand publically into scene. The anniversary campaign should reach new customers as well as existing customers, thanking them for their loyalty. The campaign should allow for everyone to experience the Almighurt world and the product also away from the Bavarian region. Overall aim: Positioning and anchoring Almighurt as fresh, traditional, Bavarian brand for the entire family and making the brand’s world accessible and tangible!

Describe how the promotion developed from concept to implementation

We brought Almighurt and its home Bavaria to the people, by having a 100 m long coal freighter remodeled into the MS Almighurt: A Bavarian-themed world of cosy hut-atmosphere, family-fun and happy cows on lush meadows toured on the rivers Rhine and Main to 10 German cities in July and August, making the brand tangible. Visitors enjoyed Bavarian delicacies or joined traditional Bavarian activities on board. As special highlight-events, Almighurt hosted exclusive captain’s dinners during big German fire-work-events. Tickets were raffled via various media-cooperations, generating publicity. The MS Almighurt was the focus of all communication throughout the 5-week-campaign, achieving media-reach.

Describe the success of the promotion with both client and consumer including some quantifiable results

Almost 300,000 visitors were counted on board the MS Almighurt, while at least 2.8 M others saw it on its tour across Germany. The brand-heritage of „best Bavarian milk“ and the brand-tonality of being „close to family and nature“ was ideally communicated through the realisation of MS Almighurt and via various media channels (print, online, radio, social media). Accompanying PR-activities, such as the raffles generated absolutely positive publicity worth EUR 525,000, generating 10 M contacts. All 300,000 visitors had a very enjoyable stay on MS Almighurt, contributing to a positive brand-perception and a memorable experience of the traditional brand Almighurt.

Explain why the method of promotion was most relevant to the product or service

Ehrmann, being a family-led dairy producer stands especially with its brand Almighurt for best Bavarian milk, familiarity and being close to nature. The MS Almighurt with all its facets and lovely details represented this brand-heritage perfectly. Sawing competitions, cow-milking or mini-golfing are only a few of the activities, which allowed visitors to experience the Bavarian lifestyle of Almighurt’s homeland. Additionally, on the beer-garden-styled deck, selected Bavarian delicacies were served while a Bavarian band created a chalet-typical atmosphere. A yoghurt-bar and a give-away-set generated many product trials, promoting new Almighurt flavours and convincing new customers of the product quality.