Title	MR BRU, CATCH ME IF YOU CAN!
Brand	SPADEL
Product/Service	BRU
Category	A02. Use of Audio Platforms
Advertising Agency	TBWA\BELGIUM Brussels, BELGIUM
Media Agency	SPACE Brussels, BELGIUM
Entrant Company	SPACE Brussels, BELGIUM

Name	Company	Position
Guathier De Jonghe	Space	Strategic/Creative Manager
Tamara Vandenplas	Space	Connection Planner

Brief Explanation

Although BRU is leading the light sparkling water category it is perceived as a little bit dusty and needing some renewal. BRU needed to get back to its position of “leading the tables”. We created a modern, urban, attractive, and a bit strange, character, personifying the brand, sneaking in some well-known restaurants neighbourhoods of this country, entering places and paying the bill of people having BRU on their table. It was all about creating a feeling of ubiquity: the character could be everywhere. The story should lead to activation and “feel good” one-to-one experiences. The basis of the media thinking was: “Catch me if you can” and used the opening sequence of the movie as the basis of our story.

Results and Effectiveness

The character had to be “carried” by the target: more than 400.000 views of MR BRU selfies on social networks. The character had to “undust” our brand: very positive results of both Connectometer and Diva study (Media/ad barometers of respectively TV and radio stations/sales houses). +30% average on sales in supermarkets.

Creative Execution

The “catch me if you can” approach was applied to TV: during 2 days Mr. BRU could be seen on all channels, giving the impression that he was really passing from one channel to another, in line with the movie’s opening sequence He was also sneaking into programs as animated over layers. They were all referring to the Bru website where the brand was activating! Banner ads were used in this second phase, with an orchestration that gave the impression of our character being everywhere, wandering from site to site and from banner to IMU Radio aimed to push activation (and web/social media traffic), enhance proximity and boost some regional approach. It really became a great game with the audience!

Insights, Strategy and the Idea

To refresh the brand, the concept was not enough, it had to be carried by a target group who would share the word about BRU, so we investigated on a specific opinion leader target group when it comes to table activities: epicurists and curious of everything or Epicurious: 25-45 years old. We found out that : - The need of content media - The key role of social networks - To create conversations you need great & engaging content