Fernet Branca - Bitterbar
Life is bitter event
Advertiser: BACARDI/MARTINI
Agency: OGILVY
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: BITTER BAR
Acoount Supervisor: Christian Bjerrum (Ogilvy)
Copywriter: Claus Collstrup (Ogilvy)
Account Manager: Katja Madsen (Ogilvy)
Brand Manager: Martin Camara (Bacardi/Martini)
Creative Director: Morten Kjær (Ogilvy)
Copywriter: Peter Dubienko (Ogilvy)
Art Director: Peter Dubienko (Ogilvy)
Fat Lady: Claudia
Photographer: Lukas Renlund (Ogilvy)
Copywriter: Morten Kjær (Ogilvy)
Art Director: Claus Collstrup (Ogilvy)
Outcome
We sampled 600 bottles which resulted in 575 drunk and happy losers and 25 drunk and happy winners. Loads of Facebook posts and likes. But more important was the fact that we became that ONE thing that people still remember and talk about from the awardshow.
Relevancy
By utilising a true insight from awardshows, we made sure we got their attention in a relevant way. Furthermore we wanted to reaffirm everyone that Fernet Branca speaks their language and understand how bitter an awardshow can be.
Client Brief Or Objective
Build relationships with the hard to reach influential people from the advertising, design, web, film, fashion and photography industries in Scandinavia.
Implementation
With a target audience that is hard to reach through traditional media. The award show was a golden opportunity to get to our core users and reaffirm them in their choice of bitter.