ERISTOFF INTERNATIVE FESTIVAL by Proximity Barcelona for Eristoff

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ERISTOFF INTERNATIVE FESTIVAL

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Industry Vodka
Media Direct marketing
Market Spain
Agency Proximity Barcelona
Art Director Iñigo Castro, Liliana Tavares
Producer Gemma Rivas
Released May 2009

Awards

Caples Awards 2010
Digital Online Finalist

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GRUPO BACARDÍ
Product/Service: ERISTOFF VODKA
Agency: CP PROXIMITY
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: CP PROXIMITY, Barcelona, SPAIN
Entry URL: http://www.thisismywork.com/cannes/eif
Creative Executive Director: Eva Santos (CP Proximity)
Creative Supervisor: Alba Vence (CP Proximity)
Art Director: Liliana Tavares & Iñigo Castro (CP Proximity)
Account Director: Xell Rovira (CP Proximity)
Strategy and Development Director: Juan Manuel Ramírez (CP Proximity)
Head of Live Marketing and Events: Sigfrid Marine (CP Proximity)
IT Director: Vicens Fayos (CP Proximity)
Developer: Bruno Mateos (CP Proximity)
Producer: Gemma Rivas (CP Proximity)
Media placement: Online Campaign - Internet - 01/04/09

Describe the brief/objective of the direct campaign.
Vodka is considered an entry drink to the nightlife, rarely drunk when grown up. Eristoff, the third most popular brand in Spain needed to gain notoriety to solidify itself as an alternative brand. We wanted young adults, between the ages of 18 and 25 to talk about the brand…. But they don’t talk about brands. We decided to find out what it was that they did talk about. Their hobbies clearly included listening to music, and surfing the Internet, and if they were easily accessed and free, they were more popular. How could we show them that we had something to offer that was truly interesting? In this case the Internet was the perfect media.

Explain why the creative execution was relevant to the product or service.
But how do we get our target to watch a concert on the Internet? We create a truly interactive festival where everyone can not only see the concert at home, but they can also log on to Facebook Connect and interact live with renowned indie bands, project their profile picture, write messages on the screen and modify the stage lighting. To advertise the concert we turned to the bloggers. They were empowered to cover the web with the poster for the festival. In return they could be amongst the few people invited to see the concerts in person thanks to a competition.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If our target loves music, spends the whole day surfing the Internet, and looks for interactive and dynamic experiences, why not give them an Online Music Festival? The Eristoff Internative Festival is the first online music festival, a festival whose concerts are broadcasted live and exclusively online at www.eristoffinternativefestival.com. Its aim was to use the Internet for what it is: an interactive media and not television, a means of allowing the public to interact with the band from the comfort of their own homes before, during and after the concert.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
To measure the effectiveness of the action we used a new system of tracking the buzz generated on the Internet. We registered an increase of 526% in the WOM of the brand during the campaign. This generated over 1,400,000 hits from our target on the Internet. The positivity rating of the brand went up from 81.5 to 96.5 out of 100 during the campaign, 27 points above the industry average. Eristoff Internative Festival achieved huge publicity, with coverage in more than 1,000 blogs and 70 national and international media organizations, including an appearance on MTV.