Eristoff Promo, Case study HOW TO BRAND THE NEWS by FamousGrey Brussels

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HOW TO BRAND THE NEWS

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Industry Vodka
Media Promo & PR, Case study
Market Belgium
Agency FamousGrey Brussels
Creative Director Christophe Ghewy, Joeri Van Den Broeck, Paul Wauters
Art Director Tom Jacobs
Copywriter Iwein Vandevyver
Released September 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: BACARDI MARTINI
Product/Service: ERISTOFF
Agency: FAMOUS BRUSSELS
Creative Director: Tim Driesen (Famous Brussels)
Creative Director: Joeri Van Den Broeck (Famous Brussels)
Creative Director: Christophe Ghewy (Famous Brussels)
Art Director: Tom Jacobs (Famous Brussels)
Copywriter: Iwein Vandevyver (Famous Brussels)
Project Manager: Katrien Dupon (Famous Brussels)
Account Director: Mieke Van De Gehuchte (Famous Brussels)
Account Manager: Marieke Michiels (Famous Brussels)
Traffic Manager: Mien Smet (Famous Brussels)
Public Relations: Liesbeth Pyck (Famous Brussels)
Pr Agency: Ann Lomans (Pravda Pressroom)
Media placement: Online/viral - INTERNET /FACEBOOK - 27/9/2011

Summary of the Campaign
When a national TV wildlife program spotted a wolf in Belgium for the first time in over 100 years, it was big news. Our vodka brand, Eristoff, is known as the 'Vodka from the land of the wolves'.

Therefore, we claimed the spotted wolf to be our wolf. We launched a hoax to show Eristoff secretly released the wolf into the wild for advertising purposes. It actually worked: people believed us. The Belgian National Television had to defend themselves, and were forced to explain that they had spotted a real, wild wolf.

The Situation
When a national TV wildlife program spotted a wolf in Belgium for the first time in over 100 years, it was big news. We felt this was an opportunity for Eristoff, the vodka brand known as the 'Vodka from the land of the wolves'.

The Goal
React to the news of the wolf in a way that underlines the core values of the brand:
irreverent, bold and surprising.

The Strategy
What if we could claim this news item and make it look like the Belgian wolf was actually our wolf? Brand the news!

Execution
We claimed the spotted wolf to be our wolf. We launched a hoax to show Eristoff secretly released the wolf into the wild for advertising purposes.

Documented Results
Our fake prequel was immediately picked up by several blogs and news sites. Newspapers wrote about it and it was a major talking point on radio. Was this wolf story just a clever way of advertising a vodka brand?
Did we really release a wolf into the wild? The Belgian National Television had to defend themselves, forced to explain that they had spotted a real, wild wolf. The ultimated proof of a successful campaign.