Gerolsteiner - "Change your name in Gerolsteiner"

mortierbrigade

mortierbrigade Brussels, Belgio

11163

Titolo	Change your name in Gerolsteiner
Agenzia	mortierbrigade
Campagna	Change Your Name - Gerolsteiner
Cliente	Gerolsteiner Brunnen GmbH & Co. KG
Marca	Gerolsteiner
Posted	Dicembre 2008
Prodotto	Water
Settore	Acque minerali con gas
Trama	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).
Tipo di Media	Case Study
Lunghezza	100 seconds
Creative Director	Jens Mortier
Creative Director	Joost Berends
Creative Director	Philippe Deceuster
Art Director	Tim Driesen
Copywriter	Tim Driesen
Art Director	Joeri Van Den Broeck
Copywriter	Joeri Van Den Broeck
Strategic Planner	Stephanie Zimmermann
Agency Producer	Emeline Fouya