Katjes Fassin Promo CANONBALL CONTEST by 42 Entertainment, VOK DAMS Gesellschaft Fur Kommunikation Mbh

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CANONBALL CONTEST

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Industry Non-alcoholic drinks
Media Promo & PR
Market Germany
Agency 42 Entertainment
Agency VOK DAMS Gesellschaft Fur Kommunikation Mbh
Released May 2013

Credits & Description

Advertiser: KATJES
Agency: VOK DAMS AGENCY FOR EVENTS AND LIVE-MARKETING, 42 PROMOTION
Category: Viral Film


Implementation
The first ever cannonball competition. A roadshow touring swimming pools all over Germany to find to biggest splash possible. It was called the "Arschbombetour" or ass bomb tour as a literal translation. The setup consisted of a large air mattress in the shape and form of the product, which was placed in the pool. One kid would take position at one end of the air mattress while another would jump onto the opposite end, launching the first kid into the air and into the pool, ass first. All cannonballs were videotaped and put up on a dedicated YouTube channel.

Outcome
The promotion resulted in 1.3 million product impressions both on and offline. 500,000 product samples enjoyed and 3,500 cannonball videos uploaded to YouTube. Next to these quantifiable results the campaign also generated much press coverage in the local media wherever the tour set up. More importantly, the promotion created a positive and lighthearted connection between the brand and its target group, proving that soft selling works...

Relevancy
Given the promotional period and the product’s attributes (refreshing and bubbly) a solution involving water seemed appropriate. Like the product, a dive in the pool is a great way to cool down during a hot summers day. But kids are notoriously difficult to engage with a product message and just handing out samples was not conform Ahoj Brause’s product image. It was a playful activity where the brand offered entertainment without forcing the product and the message onto the young target group. Kids got acquainted or reacquainted with Ahoj Brause and their parents enjoyed and appreciated their kids kept entertained.

Client Brief Or Objective
Katjes wanted to promote the Ahoj Brause brand as a refreshing summer drink and snack. All in line with the product tagline "Mach was Prickelndes", which roughly translates as "Make it pop!" The promotion needed to have a high attention-grabbing factor to create as much free publicity as possible. Given the target group, social media needed to be a integrated part. Katjes wanted the target group to dive in and get immersed in the product experience. A fact that we took quite literarily!