| Title | HOWL WITH A WOLF |
| Brand | BACARDI-MARTINI BELGIUM |
| Product/Service | ERISTOFF VODKA |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| 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 |
The Brief
Objectives:
Give away tickets for the famous dance festival 'I love Techno' with an idea that moves Eristoff
from being just another standard vodka in a commoditized category to a bold 'need state spirit'
enable to recruit every new generation of consumers aged 18-24 years old.
Target audience:
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 3x or more per week & are
highly sociable.
Describe how the promotion developed from concept to implementation
We launched 'Howl with a wolf'. A live interactive Facebook application where you can become an
official Nightwolf. By howling via your webcam in a world's first online communication between
humans and wolves, real wolves could decide if you are one of them. If the wolves responded by
howling back, you became a Nightwolf and won free tickets for the 'I Love Techno' festival.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
The concept totally fits the positioning of Eristoff, being the vodka brand from Georgia, also known as 'the land of the wolf'. The wolf has always been a main character for their brand image and in their communication. In nature, real wolves howl to assemble the pack and identify their pack members. Similar to how the Nightwolves (target audience) gather their friends before going out.
It was a world's first experience for humans to interact live online with a real wolf. The audience could watch the participants in their howling attempts making it even a bigger thrill for the participants.