Fecundo Amare Deutschland Print SCREAM MACHINE by Kempertrautmann Hamburg

SCREAM MACHINE

Pin to Collection
Add a note
Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Stefan Schulte, Bert Peulecke
Art Director Sebastian Schmidt
Copywriter Philip Bolland
Producer Josefine Bothe, Stephan Vens
Released February 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: FECUNDO AMARE DEUTSCHLAND
Product/Service: SEXERGY
Agency: kempertrautmann
Creative Director: Stefan Schulte (Kempertrautmann Berlin)
Creative Director: Bert Peulecke (Kempertrautmann Berlin)
Art Director: Sebastian Schmidt (Kempertrautmann Berlin)
Copywriter: Philip Bolland (Kempertrautmann Berlin)
Account Manager: Hendrik Heine (Kempertrautmann Berlin)
Account Manager: Julia Braun (Kempertrautmann Berlin)
Concept: Stefan Schulte (Kempertrautmann Berlin)
Concept: Philip Bolland (Kempertrautmann Berlin)
Film Production: (Trigger Happy Productions)
Director/Cinematographer/Editor: Eric Birnbaum (Trigger Happy Productions)
Cinematographer: Alexander Gheorghiu (Trigger Happy Productions)
Producer: Stephan Vens (Exec.) (Trigger Happy Productions)
Producer: Josefine Bothe (Trigger Happy Productions)
Animation: Immo Lüdemann (Trigger Happy Productions)
Production Co-ordinator: Steffen Blechschmidt (Trigger Happy Productions)
Production Co-ordinator: Jan Petersmann (Trigger Happy Productions)
Production Assistant: Rossana Podlesezkij (Trigger Happy Productions)
Production Assistant: Johannes Grellmann (Trigger Happy Productions)
Music/Sound Design: Maurice Krämer (Hastings Berlin)
Media placement: Promotion - Locations In Germany: R8 Club Berlin, Fitness Studio, ICC Berlin Unterführung, Mühlheimer Karneval - 3 February 2012
Media placement: Outdoor/Ambient - R8 Club Berlin, Fitness Studio, ICC Berlin Unterführung, Mühlheimer Karneval - 3 February 2012
Media placement: Online - Http://www.facebook.com/6ergy - 17 February 2012

Describe the objective of the promotion.
sexergy is a premium energy drink. Our objective was to promote their claim 'Use more energy'. Our idea: Why just tell people to use more energy? Why not give them the opportunity to use more energy for real?

Describe how the promotion developed from concept to implementation.
To encourage people to use more energy we invented the SCREAM MACHINE – a beverage machine you have to pay with a scream. The SCREAM MACHINE was sent on tour across different cities and locations such as gyms, clubs, subway stations and public events. Every scream was captured by a camera built inside the SCREAM MACHINE. With this user generated content we created a campaign consisting of outdoor, print, film, online and especially social media. So the consumers not only received a free energy drink they also became part of a nationwide campaign.

Explain why the method of promotion was most relevant to the product or service.
Most energy drinks are showing what famous athletes do with their energy. We wanted to show what real people are able do with their energy. Not just by showing them, but by giving them the opportunity to actually use their energy for real.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We generated around 10,000 screams during the promotion. More than 300 were used as a part of the campaign. At the beginning of the promotion the brand had around 80,000 fans on Facebook. At the end of the 2 months of the promotion, the brand had nearly 140,000 fans and sales during the promotion went up 21%.