BOLLETJE PEPERNOTEN UMBRELLA by Etcetera Amsterdam for Bolletje

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Industry Candies
Media Print, Magazine & Newspaper
Market Netherlands
Agency Etcetera Amsterdam
Art Director Wouter Voges
Copywriter Maarten Remmers
Client Service Director Danny Van De Wetering
Producer Coen Kamermans
Photographer Ivo De Bruijn, Beer Ravenhorst
Released November 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BOLLETJE
Product/Service: CANDY
Chief Creative Officer: Ben Imhoff (Etcetera)
Art Director: Wouter Voges (Etcetera)
Copywriter: Maarten Remmers (Etcetera)
Client Service Director: Danny Van De Wetering (Etcetera)
Account Manager: Charon Boumann (Etcetera)
Producer: Coen Kamermans (Etcetera)
DOP: Edwin Stevens (Etcetera)
Photographer: Ivo De Bruijn (Etcetera)
Photographer: Beer Ravenhorst (Etcetera)
Media placement: Event - Downtown Amsterdam - 14-11-2011
Media placement: PR - Radio, TV, Internet - 14-11-2011
Media placement: Social Media - Facebook, Twitter - 14-11-2011
Media placement: Website - Internet - 14-11-2011
Media placement: Billboard - Outdoor, Amsterdam - 14-11-2011

Describe the objective of the promotion.
Every year the Dutch celebrate the birthday of ‘Sinterklaas’, the Dutch version of Santa Claus. During his big parade through Amsterdam he and his helpers throw candy, mainly the typical Dutch pepernoot. This is a big tradition! Of course it is every child’s mission to catch as many pepernoten as possible.

Bolletje, the biggest manufacturer of these delicious pepernoten, wanted to bring their pepernoten to everybody’s attention. With a small budget and a seasonal product like pepernoten the communication had to be immediately eye-catching. And not too commercial: Sinterklaas' birthday is a children’s party after all. So we came up with something that catches a lot of attention and pepernoten: the Bolletje Pepernoten Umbrella.

Describe how the promotion developed from concept to implementation.
Thousands of ‘Bolletje Pepernoten Umbrellas’ were handed out to kids during the big parade of Sinterklaas. Everybody wanted to have one. In minutes the streets of Amsterdam were coloured ‘Bolletje Red’.
Children that didn’t get an umbrella could win one on There was a lot of traffic to the site. And great media coverage. That way the Bolletje Pepernoten Umbrella became the Sinterklaas Gadget of 2011.

Explain why the method of promotion was most relevant to the product or service.
Pepernoten is a seasonal product. And the big Parade of Sinterklaas is THE moment to get attention for it. By helping children catching more pepernoten than ever we showed that Bolletje is a fun and sympathetic brand. Bolletje’s tag line is I WANT BOLLETJE. Thousands of kids holding up their Pepernoten Umbrella wanting pepernoten are a great personification of this tag-line.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A lot of attention during the parade. Very positive interaction between the brand and its consumers. Great attention in media and social media. And a lot of traffic to the site.