Title | GET STREET |
Brand | BACARDI |
Product/Service | GET27 |
Category |
A01. Fast Moving Consumer Goods |
Entrant
|
DARE.WIN Paris, FRANCE
|
Idea Creation
|
DARE.WIN Paris, FRANCE
|
Production
|
PAVILLON NOIR Saint-Ouen, FRANCE
|
Credits
Wale GBADAMOSI OYEKANMI |
Dare.Win |
President |
Fabienne FIORUCCI |
Dare.Win |
Creative Director |
Damien FOUI |
Dare.Win |
Creative Director |
Marieke NAVAUX |
Dare.Win |
Creative |
Clément NIVIERE |
Dare.Win |
Art Director |
Rosalie NOEL CASSAN |
Dare.Win |
Art Director |
Lydia FARAJ |
Dare.Win |
Strategic Planner |
Kathleen Mc Nally |
Dare.Win |
Influence Manager |
Arthur DE CLERCK |
Dare.Win |
Integrated Producer |
Daniel ISMAILY |
Dare.Win |
Lead Video |
Yohan BAULAC |
Dare.Win |
Motion Designer |
Elodie SCHALK |
Dare.Win |
Account Manager |
Natcha CREA |
Dare.Win |
Account Manager |
Jimmy GUINDY |
PAVILLON NOIR |
Executive Producer |
Romain BERNARD |
PAVILLON NOIR |
Producer |
Camille MARTINEZ |
PAVILLON NOIR |
Project Manager |
Romain CHARRIER |
PAVILLON NOIR |
Art Director |
Sébastien BERSIHAND |
Bacardi |
Marketing Director Rebel Brand |
Hortense PAYENNEVILLE |
Bacardi |
Brand Manager Get |
Anne ERNOULD |
Bacardi |
Junior Brand Manager Get |
Julia PHANG |
Bacardi |
PR Manager Bacardi |
Why is this work relevant for Brand Experience & Activation?
This work is relevant in the Brand Experience category because it ticks all the boxes of a successful global activation.
Consumers were directly affected in their daily lives, in an immersive way directly at the point of sale (bars, restaurants, street).
How ? By using experience design in total immersion in the customer journey, that created customer engagement and increased the brand affinity and the business.
background
Situation : Make Get great again
Brand values : Fun, Fresh, French
Brief : Create a brand experience outstanding enough to develop brand desirability
Objectives : Recruit the next generation of Get lovers by catching & triggering their attention
Install a Get Reflex by infiltrating moments of consumption
Be visible & be talked about
Describe the creative idea (20% of vote)
This summer, France endured the highest heat wave since 1947. In Paris, the temperatures reached over 43 degrees celsius and people were desperately needing refreshment.
So we came up with Fresh solution !
Green Paint, but not just any paint : exclusive, innovative Therma Cote paint which create a thermal barrier to trap heat to bring temperature down by 9 degrees celsius.
Then we thought what can we paint with this ? A glass, a table, a whole bar ? No a street, an unprecedented operation for an alcohol brand !
That’s how we created the freshest street in France, in a heart of Paris where people really need freshness.The Get Street became the place to be in Paris, as a result we made Get 27 the most refreshing drink ever !
Describe the strategy (20% of vote)
The target : mixed, legal drinking age : 18-29 years old, Festive, Convivial, Unpretentious
Get is always associated with friendly moments : Get Tour
Insight
When the heat comes, the struggle to find a source of freshness is real. And in an urban area, this quest for freshness becomes a real obsession.
We wondered....How to bring a Get wave into cities? A fresh, fun & French wave that install the GET momentum, Generate social conversations and national PR coverage
Describe the execution (30% of vote)
The live event take place for four days (11th of July to 14th of July) in the heart of Paris (rue buttes aux cailles).
A fall street covered in green paint, 566m2 covered (ground, wall, lamp post, cars, benches) and everything in between was covered in green ; with 140 liters of paint by no less than 45 technicians in 50 hours.
List the results (30% of vote)
PR event
More than 40 influencers and more than 30 journalist during the press event
211 stories by influencers / 44 posts by influencers
PR coverage
More than 40 articles + Tv coverage of the activation (2 national television)
589 476 637 indirect contacts / 512 479€ media value
Live Event
1 607 GET drinks enjoyedin the HQ & GET bars
6 632 direct sales / 4050 bottles of GET 27 and 1578 bottles of GET X COLD
+ 98,8 Evolution of promotional business FOR GET 27 (VS LAST YEAR)