Category: Best Sponsorship or Partnership Campaigns
Advertiser: HAACHT BREWERY
Product/Service: PRIMUS
Agency: BOONDOGGLE
Product Manager: Parsifal Adriaens (Haacht Brewery)
Art Director: Dieter Vanhoof (Boondoggle)
Account Director: Eva De Gendt (Boondoggle)
Design Director: Jonas Verheijden (Boondoggle)
Designers: Nancy Vanoppen/Eline Rodiers (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Multimedia Developers: Sibran Lens/Peter Maasen (Boondoggle)
Technical Developers: Bart Plessers/Niels Dehaes (Boondoggle)
Print Producer: Carina Hölscher (Boondoggle)
Producer: Doris De Smet (Boondoggle)
Creative Directors: Stef Selfslagh, Hans Kerkhoff, Raoul Maris (Boondoggle)
Copywriter: Niels Schreyers (Boondoggle)
Account Managers: Elke Dreesen/Wim Robberechts (Boondoggle)
Strategic Planner: Steven Janssens (Boondoggle)
Media placement: Print - Belgian Newspapers: Het Nieuwsblad, De Standaard, La Dernière Heure, Het Laatste Nieuws, Le Soir - 31/03/2012
Media placement: Banners - Belgian Websites: Standaard.be, Nieuwsblad.be, Sportwereld.be, Lavenir.be, Sporza.be, Msn.sport.be - 1/04/2012
Media placement: Free Publicity - Free Publicity On Belgian Radio Stations: Radio 2, Joe FM, Q Music - 30/03/2012
Media placement: Outdoor - 'Primus Village' At The Tour Of Flanders - 01/04/2012
Describe the objective of the promotion.
Primus is a loyal sponsor of the Tour of Flanders, the most popular cycling event in Belgium. This year’s objective was to focus on Primus as the beer of the true fan, the active enthusiast who really supports his heroes.
Describe how the promotion developed from concept to implementation.
Primus wanted to make this year’s race even bigger by encouraging cycling fans to applaud as much as possible. We created a gadget that would stimulate fans to applaud: the Clapping Glove.
Primus’ Clapping Glove is a specially designed glove with a build-in counter. A display on the glove shows how many times people clap their hands.
We created a challenging promotion to support the tailor-made glove: if you clapped your hands 2,000 times or more you got a free Primus. A striking stand at the Tour of Flanders race focused on this promotion.
Explain why the method of promotion was most relevant to the product or service.
Primus profiles itself as the beer for the brave. That’s why we added a challenging incentive to the Glove: 'clap your hands 2,000 times or more and you get a free Primus.'
Describe the success of the promotion with both client and consumer including some quantifiable results.
During the Tour of Flanders, 3,500 Clapping Gloves were distributed. In less than 4 hours, people clapped 6,208,372 times. We showed live updates of the clapping results on screens along the route and via live banners on sports websites. The live banners led people to a mini site featuring all clapping results.
In the days following the race results were published via adds in national newspapers. Almost everyone in Belgium saw how Primus made cycling fans applaud harder.
On top of that, news features on the Clapping Glove were broadcast on 3 different national radio channels and via sports journalists on Twitter.
In total, XXXXXXXX people saw or heard about the promotion. (Number of people to communicated next week)