Gerolsteiner - "Change your name in Gerolsteiner"

mortierbrigade

mortierbrigade Brussels, Bélgica

11164

Título	Change your name in Gerolsteiner
Agencia	mortierbrigade
Campaña	Change Your Name - Gerolsteiner
Anunciante	Gerolsteiner Brunnen GmbH & Co. KG
Marca	Gerolsteiner
Posted	Diciembre 2008
Producto	Water
Sector Empresarial	Aguas minerales y con gas
Sinopsis	Gerolsteiner, Germany's leading brand of bottled water, was nearly unheard of in the neighboring country of Belgium, a market where the brand wanted to grow. The challenges were common: small budget, low brand recognition and limited retail distribution. Worse yet, the brand was often confused with another German one. To generate some fizz, the company used the fact that no one in Belgium was actually named Gerolsteiner as the basis for a contest. In a new twist on the 'naming rights' concept, Gerolsteiner offered a free Porsche 911 to the first person who would legally change their surname to 'Gerolsteiner.' The effort won a 2008 Eurobest Award for Bronze (integrated campaign) and Silver (Direct Media & Sales Promotion).
Medio	Case Study
Duración	100 seconds
Director creativo	Jens Mortier
Director creativo	Joost Berends
Director creativo	Philippe Deceuster
Director artístico	Tim Driesen
Responsable de conceptos / redactor	Tim Driesen
Director artístico	Joeri Van Den Broeck
Responsable de conceptos / redactor	Joeri Van Den Broeck
Planificador estratégico	Stephanie Zimmermann
Productor de la agencia	Emeline Fouya