| Title | THE VENGEANCE |
| Brand | HANSEATISCHES WEIN & SEKT KONTOR HAWESKO |
| Product/Service | HAWESKO | POMMERY |
| Category |
C03. Live Events |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Production Company
|
GESTALT COMMUNICATIONS GMBH Cologne, GERMANY
|
Credits
| Götz Ulmer |
Jung von Matt/AG |
Executive Creative Director |
| Thim Wagner |
Jung von Matt/AG |
Executive Creative Director |
| Joachim Kortlepel |
gestalt communications Gmbh |
Executive Creative Director |
| Lutz Nebelin |
gestalt communications Gmbh |
Executive Creative Director |
| Robert Ehlers |
Jung von Matt/AG |
Creative Director |
| Michael Seifert |
Jung von Matt/AG |
Creative Director |
| Robert Andersen |
Jung von Matt/AG |
Creative Director |
| Julia Mecklenburg |
Jung von Matt AG |
Client Service Director |
| Jens Willers |
gestalt communications Gmbh |
Executive producer |
| Pavel Bondarenko |
Jung von Matt/AG |
Art Direction |
| Heiner Twenhäfel |
Jung von Matt/AG |
Copywriter |
| Florian Kaspereit |
Jung von Matt/AG |
Print Production Manager |
| Detlef Klappert |
gestalt communications Gmbh |
Senior Konzeptioner Event |
| Sebastian Horstmann |
gestalt communications Gmbh |
Junior Project Manager/Event |
| Lena Schlieper |
gestalt communications Gmbh |
Senior Project Manager/Event |
| Nikolas von Haugwitz |
Hanseatisches Wein- und Sekt-Kontor Hawesko GmbH |
Managing Board |
Brief Explanation
Hawesko is well known amongst Champagne connoisseurs but nearly unknown in public. So first we wanted to strengthen Hawesko’s market position within the champagne industry. Second we wanted to create awareness amongst those who didn’t know Hawesko so far. And finally, we wanted to celebrate Hawesko’s 50th birthday with an event that guests and spectators would never forget.
The Brief
Even though Hanseatisches Wein- und Sekt-Kontor (short: Hawesko) is Germany’s leading champagne- and wine retailer, most people don’t really know Hawesko. We were asked to change that by creating an unseen media spectacle to celebrate Hawesko’s 50th birthday: our idea was to avenge the countless champagne bottles that have been smashed against ship’s hulls at ship christenings. 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”.
How the final design was conceived
We teased the public with a trailer, social media postings and a microsite on which people could vote for the avenge and name the ship.
More than 300 customers, celebrities, partners and friends of Hawesko were invited to an exclusive party at the location. At the big day, we installed an SMS-driven countdown that asked for the last 50 votes to release the ship.
Thousands watched the boat crash against the 17 m bottle from the quay wall or via live stream. Afterwards a spectacular firework delighted guests and spectators.
We also released a limited edition of Pommery champagne bottles.
Indication of how successful the outcome was in the market
Prior to the event, thousands voted for the revenge to happen. Even more spectators came to the christening.
Thousands followed via live stream.
300 selected guests and journalists joined the party.
The event documentary film was covered by newspapers, blogs, TV and radio stations worldwide. The following day, 1.64 million TV viewers watched the film. More than 300 online portals with a reach of more than 350 million visits shared it.
The media equivalent value only for TV reached an impressive amount of 154,000 € the next day.
The limited edition Pommery champagne bottles was sold out the next day.