SPONSORSHIP OF MOVEMBER by Iris London for Finlandia Vodka

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SPONSORSHIP OF MOVEMBER

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Industry Vodka
Media Promo & PR
Market United Kingdom
Agency Iris London
Art Director Neil Mathews
Copywriter Pete Liffen
Designer Greg Coulton
Released October 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: FINLANDIA
Product/Service: VODKA
Agency: IRIS
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: IRIS, London, UNITED KINGDOM
Copywriter: Pete Liffen (Iris)
Art Director: Neil Mathews (Iris)
Designer: Greg Coulton (Iris)
Photography: Gary Salter (Horton Stephens)
: Marcus Hernon (Iris)
Media placement: Press - In Bar - 1.11.2009
Media placement: Point Of Sale - In Bar - 1.11.2009
Media placement: Ambient - In Bar - 1.11.2009

Describe the objective of the promotion.
Finlandia Vodka had signed up to sponsor Movember 2009 - a charity that encourages men to grow a moustache in November in order to raise funds and awareness for male health issues. Our brief was to find a way to leverage this sponsorship on a budget of just over £30,000. We recognised that raising issues like prostate cancer in bars, when men are trying to enjoy themselves, could be counterproductive for the brand. So we knew we’d have to make this simple, interactive and fun.

Describe how the promotion developed from concept to implementation
Finlandia pride themselves on their natural resources. And the Movember campaign encourages men to let nature have its way with their top lips. So we focused on the moustache. And then froze it. This allowed us to show Finlandia’s pride in their icy natural resources as well as a man’s pride in a glorious fully-grown moustache. We then created 3 levels of activity to get people involved. They could simply buy a Finlandia based drink (to make a donation to the charity), sponsor a member of the bar staff to grow a moustache or sign up themselves for sponsorship.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 400 bars and 1200 bartenders took part in England. Finlandia sold nearly 60,000 'Mo Cocktails' raising nearly £25,000 for the charity. The total raised through sponsorship in bars and with bartenders came to over £150,000 through the November promotional period. Also, visits to the UK site increased by 67% during the campaign, making it Movember’s most successful year yet.

Explain why the method of promotion was most relevant to the product or service
The frozen moustache executions were turned into interactive in-bar POS, cocktail menus and straws – placed in drinks to show how you would look if you grew a ‘Mo’. Bars promoting the sponsorship were also given business cards that turned into moustaches, prompting people to donate online. All activity was concentrated in inner city bars where groups of professional men could be persuaded to sign up en mass, or sponsor others who were growing ‘Mo’s’.