Brasserie De Luxembourg Promo, Case study NETROCK by FamousGrey Brussels

NETROCK

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Belgium
Agency FamousGrey Brussels
Creative Director Christophe Ghewy, Joeri Van Den Broeck, Tim Driesen
Creative Stijn Jansen, Bram Ceuppens
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: BRASSERIE DE LUXEMBOURG
Product/Service: DIEKIRCH BREWERY
Agency: FAMOUS BRUSSELS
Date of First Appearance: Jul 26 2010
Entrant Company: FAMOUS BRUSSELS, BELGIUM
Entry URL: http://www.toputourworkon.com/cannes/netrock/
CREATIVE DIRECTOR: TIM DRIESEN (FAMOUS BRUSSELS)
CREATIVE DIRECTOR: JOERI VAN DEN BROECK (FAMOUS BRUSSELS)
CREATIVE DIRECTOR: CHRISTOPHE GHEWY (FAMOUS BRUSSELS)
INTERACTIVE DIRECTOR: JONATHAN DETAVERNIER (FAMOUS BRUSSELS)
INTERNET DESIGN: KEN WUYTACK (FAMOUS BRUSSELS)
INTERNET DEVELOPMENT: BERT VERMEIRE / VALENTIJN STEENHOUDT (FAMOUS BRUSSELS)
CREATIVE TEAM: BRAM CEUPPENS / STIJN JANSEN (FAMOUS BRUSSELS)
PROJECT MANAGER: JONATHAN WIEME (FAMOUS BRUSSELS)
ACCOUNT DIRECTOR: HANS SMETS (FAMOUS BRUSSELS)
ACCOUNT MANAGER: THOMAS VAN DE VELDE (FAMOUS BRUSSELS)
ACCOUNT EXECUTIVE: MARLIES NEUDT (FAMOUS BRUSSELS)
Media placement: Online Exclusive Festival - Internet - 27/6/2010

Insights, Strategy & the Idea
Diekirch is one of the largest breweries in Luxemburg, a country known for taxfree shopping and being very small. Because their nationality is such a big part of their identity, the brand started feeling dull and also started losing touch with local youngsters. They decided they needed to freshen the brand up but without losing their identity in the process. In other words: they wanted to reinstate a feeling of greatness into Luxemburg and its young people.

Creative Execution
Netrock, a web-exclusive festival, was organised. The idea being: give every talented youngster in Luxemburg a stage, and make that stage accesible to the entire world.
System: During a recruitment period, interested bands and musicians could choose one of the 30 available spots in the line-up via netrock.lu. The first 30 to subscribe got the gig. They were then automatically given a personalised flyer to promote their showcase through various social media and were invited to the Rockhal to play their set in front of an empty arena. There was however a large audience watching at home via livestream. They also played an important part during Netrock. With the live interaction feature, they could whistle, cheer and applaud by pressing their keyboard. With every action, the bands acquired points which resulted in a ranking.

Results and Effectiveness
Netrock was visited by thousands of people from Luxemburg, a dozen other European countries and even from Brazil and the USA. In the end, 30.000 people attended the festival, which is the equivalent of an average AC/DC concert. Because of this result, Netrock will go on to be an annual event, starting next year, when the Rockhal will host 30 new bands for Netrock 2011.