|A01. Fast Moving Consumer Goods
DARE.WIN Paris, FRANCE
DARE.WIN Paris, FRANCE
PAVILLON NOIR Saint-Ouen, FRANCE
|Wale GBADAMOSI OYEKANMI
|Rosalie NOEL CASSAN
|Kathleen Mc Nally
|Arthur DE CLERCK
|Marketing Director Rebel Brand
|Brand Manager Get
|Junior Brand Manager Get
|PR Manager Bacardi
Why is this work relevant for Direct?
This work is relevant in the Direct 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 (directly in the street of Paris), that created customer engagement and increased the brand affinity and the business.
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 (30% 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.
Get 27 is a fresh Mint liqueur, 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)
Get is always associated with friendly moments : Get Tour
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
The target : mixed, legal drinking age : 18-29 years old, Festive, Convivial, Unpretentious
Consumers were directly affected in their daily lives (street, bars, restaurants)
Describe the execution (20% of vote)
This 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)
More than 40 influencers and more than 30 journalist during the press event
211 stories by influencers / 44 posts by influencers
More than 40 articles + Tv coverage of the activation (2 national television)
589 476 637 indirect contacts / 512 479€ media value
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)