Title	LIVE AT VINÄGER
Brand	VINÄGER
Product/Service	RESTAURANT & NIGHTCLUB
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	HILLMARKETING Visby, SWEDEN
Advertising Agency	HILLMARKETING Visby, SWEDEN

Name	Company	Position
Edvin Holm	Hill	Art Director
Janna Norberg	Hill	Art Director
Helén Linde	Hill	Production Manager

The Brief

The swedish restaurant and nightclub Vinäger, needed help to promote two of their DJ-acts during the busiest week of the summer. Since Vinäger is located in Visby, one of Sweden’s most popular destinations for tourists, competition to attract party people can be brutal. So how do we get peoples attention when posters, flyers and Facebook events tend to drown in a sea of overwhelming information?

Describe how the promotion developed from concept to implementation

We made something that was never before seen in this context: Street Art Advertising. We created an ad the size of a billboard. The DJ’s were the center of the ad together with information about the event. Since we documented the process, the film worked as an animated flyer for the event, and were spred in social media.

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

For the total cost of €205 (media space included), Vinäger went from being a restaurant/lounge in peoples eyes, to a full blown nightclub meeting international standards. The total sales increased during the summer of 2014 by 22%, and peaked the week Satin Jackets and Pete Oak performed.

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

Since the target group, men and women in their mid 20’s, are a rather selective audience, we needed to make something special to draw attention. Both DJ’s, Pete Oak and Satin Jackets, are considered quite underground, therefore this particular solution were spot on, leaving the target group curious and hyped the event to the max.