| Title | THE POMMERY REVENGE |
| Brand | HANSEATISCHES WEIN- UND SEKT-KONTOR HAWESKO |
| Product/Service | HANSEATISCHES WEIN- UND SEKT-KONTOR |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
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 |
| Michael Kittel |
Jung Von Matt AG |
Art Director |
| Jan Propach |
Jung Von Matt AG |
Copywriter |
| 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 |
| Katja Garff |
Jost Von Brandis Service Agentur Gmbh |
Media Manager |
| Jochen Dirks |
Poolgroup Gmbh |
Technical Director |
The Brief
The challenge: Even though Hanseatisches Wein- und Sekt-Kontor (short: Hawesko) is
Germany's leading champagne- and wine retailer and well-know amongst Champagne
connoisseurs, most people don't really know Hawesko. We wanted to change that by creating an
unseen promotional spectacle everybody would talk about 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'.
Describe how the promotion developed from concept to implementation
The event was split into two phases. First, people had to vote on a microsite for the revenge to
happen at all. 5.000 votes were needed. After having reached 5,000 votes, the event was
secured.
People were also asked to propose names for the boat on our microsite. Finally, they voted for
'Champanic'.
To finally release the ship, we installed an SMS-driven live countdown and asked people on
location to cast the last necessary 50 votes. A limited edition of Pommery champagne bottles was
served at the event and also sold in Hawesko's online shop.
Describe the success of the promotion with both client and consumer including some quantifiable results
We exceeded the necessary votes on our microsite by more than 150%.
We got thousands of name suggestions for our ship on our microsite.
300 selected guests and journalists joined Hawesko's birthday party.
Thousands followed the event via live stream or on-site.
The documentary film was spread by international media. The following day, 1.64 million TV
viewers watched the film and more than 300 websites shared it.
The media equivalent value only for TV reached an amount of 154,000 € the next day.
The limited edition of Pommery champagne bottles was sold out the next day.
Explain why the method of promotion was most relevant to the product or service
As Hawesko is Germany's leading wine and champagne retailer, they wanted to create an event
that matches its leading position within the market. The hero of the event was the product itself
a huge 17 m champagne bottle, the largest one in the world. The big 50th anniversary party with
selected guests took place in a restaurant next to the bottle.