ALPECHO by Jung Von Matt/365 Vienna for Almdudler Limonade

ALPECHO

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Industry Non-alcoholic drinks
Media Promo & PR
Market Austria
Agency Jung Von Matt/365 Vienna
Executive Creative Director Andreas Putz
Creative Director Christoph Gaunersdorfer, Thomas Schwarz
Art Director Christian Hummer-Koppendorfer
Copywriter Philipp Mayer
Released January 2010

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: ALMDUDLER
Product/Service: LEMONADE
Agency: JUNG von MATT
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: JUNG von MATT, Vienna, AUSTRIA
Entry URL: http://www.instant.at/almecho
Executive Creative Director: Andreas Putz (Jung von Matt/Donau)
Creative Director: Thomas Schwarz (Jung von Matt/Donau)
Creative Director: Christoph Gaunersdorfer (Jung von Matt/Donau)
Art Director: Christian Hummer-Koppendorfer (Jung von Matt/Donau)
Copywriter: Philipp Mayer (Jung von Matt/Donau)
Graphic: Gregor Moser (Jung von Matt/Donau)
Account Supervisors: Doris Haase/Marianne Springinsfeld (Jung von Matt/Donau)
Advertiser's Supervisor: Claus Hoffmann-Credner (Almdudler Limonade A & S Klein)
Media placement: Digital - Internet, Facebook, Social Networking Tools - 15/01/2010

Describe the objective of the promotion.
Almdudler is a lemonade made from natural herbs from the Alps and is Austria's national drink. The objective of the promotion was to reach young people by using social community tools.

Describe how the promotion developed from concept to implementation
For Almdudler as a traditional drink and brand, we stepped back into modern ages: We matched yodeling, as Austrians' oldest communication means, with the newest technology: The Almdudler Alpecho was born. A kind of Yodeling 2.0 – and the first interactive echo in the Internet. The user enters a classical Austrian panorama, shouts towards the mountains, and his voice turns back as an echo, that could be posted on facebook or send to friends directly.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Alpecho brought users closer to each other and the brand. More than 60.000 people came yodeling – a lot for a little country like Austria.

Explain why the method of promotion was most relevant to the product or service
The Almdudler Alpecho brought Austrias oldest way of communicating back to life. Using the Alpecho, people talked to each other by yodeling! This was real fun – and a great brand experience too!