Gerolsteiner: Change Your Name

Credits:

Brief:
Gerolsteiner is the leading water brand in Germany. But it’s almost inexistent in Belgium. The brand didn’t communicate since years, the awareness was very low.

Execution:
We found out nobody in Belgium was named ‘Gerolsteiner’. So we launched a simple, but challenging competition: the first person who officially changes his name to ‘Gerolsteiner’ receives a Porsche 911. Gerolsteiner pays for all the administrative costs attached to officially changing your name.

Solution:
We urgently needed to do something about our brand name awareness, …and we took it quite literally.

Result:
Gerolsteiner got huge exposure and enormous amounts of free publicity. Thousands subscribers wanted to change their name. The word was spread on the streets and so was the name of our brand. And altough the competition is still going on, the campaign already turned an unknown brand into a big … euh… name.

Advertiser/Client: GEROLSTEINER
Product/Service: GEROLSTEINER WATER
DM/Advertising Agency, City: MORTIERBRIGADE, Brussels
Country: BELGIUM

Name Position Company
jens mortier, joost berends, philippe deceuster creative directors mortierbrigade
tim driesen copy/ad mortierbrigade
joeri vandenbroeck copy/ad mortierbrigade
stephanie zimmermann head of strategy mortierbrigade
emeline fouya producer mortierbrigade