| Title | TABLE MODE |
| Brand | BRU |
| Product/Service | BRU WATER |
| Category |
C05. Customer Retail / In-Store Experience |
|
Entrant
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HAPPINESS BRUSSELS Brussels, BELGIUM
|
|
Idea Creation
|
HAPPINESS BRUSSELS Brussels, BELGIUM
|
|
PR
|
HAPPINESS BRUSSELS Brussels, BELGIUM
|
|
Production
|
HAPPINESS BRUSSELS Brussels, BELGIUM
|
Credits
| Charlotte Giroud |
Bru |
Senior Brand Manager |
| Ann-Sophie Parmentier |
Bru |
Production Manager |
| Karen Corrigan |
Happiness / an FCB alliance |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / an FCB alliance |
Chief Creative Officer |
| Philippe Fass |
Happiness / an FCB alliance |
Creative Director |
| Mateusz Mroszczak |
Happiness / an FCB alliance |
Creative Director |
| Michel Simos |
Happiness / an FCB alliance |
Concept Provider |
| Stéphane Opdenbosch |
Happiness / an FCB alliance |
Concept Provider |
| Morgane Choppinet |
Happiness / an FCB alliance |
Concept Provider |
| Toon Vanpoucke |
Happiness / an FCB alliance |
Concept Provider |
| Katrien Bottez |
Happiness / an FCB alliance |
Senior Creative Coach |
| Nathalie Marchand |
Happiness / an FCB alliance |
Account Director |
| Camille Martin-Schmets |
Happiness / an FCB alliance |
Account Executive |
| Amandine Donckers |
Happiness / an FCB alliance |
Account Manager |
| Els Raemdonck |
Happiness / an FCB alliance |
Strategic Director |
| Sumi Acros Mina |
Happiness / an FCB alliance |
DOP |
| Sophie Gunsbourg |
Happiness / an FCB alliance |
Agency Producer |
| Matthias Vandenbosch |
Happiness / an FCB alliance |
Motion Designer |
| Simon Schuurman |
Happiness / an FCB alliance |
Motion Designer |
| Kassandra Donia |
Happiness / an FCB alliance |
DTP |
| Romaine Dhainaut |
Happiness / an FCB alliance |
Head of Studio |
| Emilie Wauthelet |
Happiness / an FCB alliance |
Graphic Designer |
| Catherine Quadens |
Happiness / an FCB alliance |
Copywriter FR |
| Alice Amant |
Happiness / an FCB alliance |
Copywriter FR |
| Dee Verwaetermeulen |
Happiness / an FCB alliance |
Copywriter NL |
| Jitse Verschueren |
Happiness / an FCB alliance |
Copywriter NL |
| Tom Vandewiele |
Tom Vandewiele |
Retoucher |
| Sophie Bryskère |
Bru |
Marketing Manager Belux |
| Thomas Cappelle |
Happiness / an FCB alliance |
Concept Provider |
| Tadeu Bossart |
Happiness / an FCB alliance |
Concept Provider |
| Dries Lauwers |
Happiness / an FCB alliance |
Head of Design |
Why is this work relevant for Brand Experience & Activation ?
BRU is Belgium’s finest water, served in Belgium’s finest restaurants. Since always, BRU is the Belgian legacy brand at the finest tables. However, last few years, BRU was slowly but clearly losing the battle to that other fine-dining Italian brand, San Pellegrino.
In order to win back the table-legacy BRU decided to choose a brand experience strategy instead of flatly trying to reclaim the table via a classical tell-campaign. They decided to be the brand that takes a clear stand and by doing so give consumers a unique experience.
Background
BRU is Belgium’s finest water, served in Belgium’s finest restaurants. Thanks to its light sparkles it is recognized to be the best possible match for fine dining. Which is why, since always, BRU is a legacy brand at the table. However, last few years, BRU was slowly but clearly losing the battle to that other fine-dining Italian brand, San Pellegrino.
Brief: reclaim the ultimate finest table-brand position by being a brand with a clear societal point of view and by giving consumers a unique experience.
Describe the creative idea
Insight: Nowadays, any table seems to be hijacked by Email, Facebook & Instagram. 1 out of 5 gives more facetime to their tiny screen than to anything else. And 82% of us, thinks it’s actually really annoying.
Idea: BRU Table Mode. An encouragement to resist the urge of checking your phone when you’re at the table, via one simple gesture: putting your phone face-down. Once the behaviour known and installed, we gave consumers a unique and relevant experience: the BRU Table Mode Menu. An 8 course menu meticulously dressed up on the back of your smarthone.
Describe the strategy
The audience is large and targeted at the same time. It’s large because it’s aimed towards anybody that also feels annoyed if your company around the table seems to be giving more facetime towards their small screen (81% of us). It’s targeted since we mostly aim towards people that love to go fine dining.
The pr-plan consisted out of 2 important steps:
1 launch of BRU Table Mode as a behavioural encouragement towards consumers and a incitement towards restaurants to participate. And make the press join the conversation.
2 a second round of press because of the introduction BRU Table Mode Menu.
Describe the execution
‘‘Table mode’ was introduced via an on-pack Smartphone sticker and press release.. Within a week, restaurants started joining the ‘Table Mode movement’, and made themselves known via Window stickers. And a ‘Table Mode’, table box. But it didn’t stop there. One of Belgium’s finest restaurant took the lead. Together with BRU they developed a ‘Table Mode Menu’. The first ever 8-course menu, meticulously dressed on your smartphone. Allowing you to really enjoy the food, and the company. But they didn’t have to worry, as people love taking photos of food, we took the pictures ourselves beforehand and mailed them after the event.
List the results
BRU clearly took a stand and used the power of conversation to reclaim the table versus their biggest competitor. The press engaged massively, in two big waves. Which was exactly as planned. Millions of Belgians were reached through the power of a brand having a clear point of view. And consumers got a very new and first-off experience: an exquisite 8-course menu dressed up on the backside of their smartphones.