ERISTOFF NIGHT STREET VIEW Proximity Madrid para Eristoff

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ERISTOFF NIGHT STREET VIEW

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Sector Vodka
Media Promo / PR, Case study
Mercado España
Agencia Proximity Madrid
Creative Director Alba Vence
Art Director Rodrigo Chaparreiro, Paco Jiménez, Ivan Aguado
Copywriter Anna Soler
Producer Sigfrid Mariné
Publicado junio 2011

Premios

Caples Awards 2012
Campaigns Interactive campaign Bronze

Creditos y descripciones

Category: Best Use of Live Events and/or Stunts
Advertiser: ERISTOFF / BACARDI - MARTINI
Product/Service: VODKA
Agency: CP PROXIMITY
Creative Executive Director: Eva Santos (CP Proximity)
Creative Director: Alba Vence (CP Proximity)
Creative Supervisor: Ferran Lafuente (CP Proximity)
Copywriter: Anna Soler (CP Proximity)
Art Director: Rodrigo Chaparreiro (CP Proximity)
Art Director: Paco Jimenez (CP Proximity)
Developer: Ruben Mejias (CP Proximity)
Developer: Gerard Albañell (CP Proximity)
Account Director: Alba Cristóbal (CP Proximity)
Account Executive: Alicia Viñals (CP Proximity)
Producer: Sigfrid Mariné (CP Proximity)
Art Director: Ivan Aguado (CP Proximity)
Media placement: Website - Online - 1st June 2011
Media placement: Teaser Wolf Car Route - Press - 1st May 2011
Media placement: Press Conference - Pres - 17th June 2011
Media placement: Street Event - Street - 18th June 2011
Media placement: Posters - Street - 1st June 2011
Media placement: Vinilated Car - Street - 1st June 2011
Media placement: Facebook Tab - Facebook - 1st June 2011
Media placement: Radio - Local Radios - 1st June 2011
Media placement: emailing - Data Base - 1st June 2011
Media placement: Mobile App - App Store - 1st June 2011
Summary of the Campaign
Eristoff Vodka needed to implement a remarkable digital action, but one that also surpassed computer screen frontiers to take people to the place where they really drink: the street.
Furthermore we did not have the budget to make major investments in media; therefore we had to devise an innovative and remarkable action whose objective had to be to achieve the maximum possible repercussion in PR.
For that reason we created Eristoff Night Street View, the first nocturnal Street View. But, how did we do it?
We acquired a car like Google Street View’s: the Wolf Car. But unlike Google’s car, the Wolf Car had to take photographs, almost without light. Our project had to be participative, so we did not hide when taking our car out on the streets, and we communicated it to all our followers so that they would come out with us.
We also encouraged artists and local businesses to show off their art and open up their premises into the early hours while the Wolf Car toured their city’s streets.
Thus, for 60 nights we toured streets filming impromptu performers, circus artists, dancing hairdressers, nocturnal museums, etc. and of course, lots of people drinking, so much so, that overall we were able to enjoy 4 concerts on balconies by local artists, 20 graffiti artists decorating shutters, 10 DJs spinning their favourite music at Eristoff venues and even watch a concert streamed from Sonar Galicia on a giant screen installed in one of Madrid’s most central squares.
The Situation
In Spain, alcohol brands with over 20% proof cannot use conventional advertising (TV, radio, outdoors); for that reason brands like Eristoff Vodka find themselves forced to base their strategy on events and actions with content that can generate PR.
Furthermore, in Spain vodka has an additional problem: it is the entry-level drink for the younger category of public, and therefore one of the most sensitive to the price factor and the most consumed at the famous 'botellones'. (The botellón consists of buying alcohol at the supermarket and drinking it in parks, squares and streets.)
The Goal
In this unfavourable environment, Eristoff Vodka, the third vodka brand in Spain, positioned as an inexpensive and barely differentiated brand, suffered a significant decline in sales - especially due to the growth of cheaper on-the-shelf store brands.
Within this context, with an audience that prefers drinking in the street to save money, our challenge was to create an innovative and remarkable campaign that directed the consumer to the point of sale. All this taking into account the limited nature of the budget for investment in media, for this reason, to give repercussions to the campaign, the PR strategy was key.
The Strategy
Given this situation, we decided to go out on the street and form part of our public’s party.
Eristoff Night Street View:
The Street View that shows you in 360º vision what happens on Spain’s streets at night. Uncensored.
Furthermore during the creation of Eristoff Night Street View, we put out a call online for all those people who wanted to form part of the Eristoff night map to go out into the streets to be filmed by the Wolf Car. The call was accompanied by other events such as concerts on balconies, street artists or nocturnal hairdressers who would also be filmed with our 360º camera.
Of course, local and national media were also invited to these events so that they could enjoy the experience of travelling inside our Wolf Car.
Execution
With the aim of having various milestones during the duration of the campaign, we organised several events likely to be covered by the media:
- Presentation of the project teaser: during the first days mapping the cities of Madrid and A Coruña, we invited some blogs and digital media to tour the city’s streets with the Wolf car on exclusive basis.
- ENSV press conference: one day before the car’s last outing around the cities mapped, we presented the project in society with a clandestine press conference, inviting the main local and national media.
- Great Final Event: To celebrate the last day of touring the cities we organised a great event, which among other attractions included concerts on balconies, urban artists, street DJs, nocturnal hairdressers and, in the case of Madrid, a silent concert from Sonar ’11 broadcast via streaming on a giant screen located in a central square in the city.
Documented Results
To date, the streets of Madrid and A Coruña (the cities that had lost most sales) have been mapped, and the launch is being considered in other Spanish cities such as Barcelona and international cities such as London and Paris.
In the second quarter, following the campaign launch, Eristoff managed to improve its sales against store brands by 11% and sell more than Absolut.
25% increase in brand awareness with hardly any paid media used
Repercussion in the media to the value of €1,000,000.
Over 5,900 impromptu performers and 200 venues converted into pins.