Wagner Case study MOTO CROSS PIZZA DELIVERY [video] by Publicis Dialog Amsterdam

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MOTO CROSS PIZZA DELIVERY [video]

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Industry Fast food
Media Case study
Market Netherlands
Agency Publicis Dialog Amsterdam
Associate Creative Director Lynsey Schouten, Boudewijn Pompe
Executive Creative Director Marcel Hartog, Jeroen Van Zwam
Designer Janneke De Graaf-Koning, Gaby Poelman
Illustrator Erwin Kho
Editor Francisco Rodriguez Bouzas
Released December 2012

Credits & Description

Advertiser: WAGNER
Agency: PUBLICIS
Category: Best Use of Special Events and Stunt/Live Advertising
Associate Creative Director: Boudewijn Pompe (Publicis Dialog)
Account Manager: Marcella Van Holten-Beekman (Publicis Dialog)
D.O.P: Frank Borghstijn (Kaaps)
Event Manager: Mirjam Heffels (Publicis Dialog)
Executive Creative Director: Jeroen Van Zwam (Publicis)
Associate Creative Director: Lynsey Schouten (Publicis Dialog)
Production Dirtbikes: Patrick Kalleiger
D.O.P: Wouter Boes (Kaaps)
Client: Henrik Jáger (Wagner)
Designer: Janneke De Graaf-Koning (Publicis)
Client Services Director: Els Van Kuppeveld (Publicis Dialog)
Illustrator: Erwin Kho (Shoparound)
Editor: Francisco Rodriguez Bouzas (Publicis)
Designer: Gaby Poelman (Publicis)
Realization Dirtbikes: Jarno Oldenijens
Executive Creative Director: Marcel Hartog (Publicis)
Execution
We brought in some ovens, and most important, our own distribution channel, fit for the occasion: Moto Cross Pizza Delivery. You could have your Wagner Big Pizza delivered all over the camping site by 450 cc fully prepped Yamaha pro dirt bikes.
Effectiveness
• Wagner was all over the place•Product awareness Wagner Big Pizza 80%* •Spontaneous awareness of Wagner sponsorship 66%* •76% of the crowd stated that Wagner really belonged at the Festival* •Buying intention after the festival 45%* •During the Festival more than 50.000 Big Pizza halves were sold. •The Wagner sponsorship paid itself back in no time. *Market research amongst Festival visitors by Z’ Insights
Strategy
The Dutch Black MotoCross Festival is Europe’s largest motorcycle cross event. Three days of racing, camping, music, beer, madness and racing right in the middle of nowhere. With 150.000 visitors each year, most of them big, hardworking, rough ‘n tough farmers. Real countrymen- and women, who can eat a horse. An ideal sponsor opportunity for Wagner Big Pizza, the biggest, thickest frozen pizza available in the supermarket, great food for these hillbillies.There’s only one problem: Country people strongly believe advertising is bullshit. Time for plan B: if they don’t buy our ads, just let them buy our pizza’s!