We had to do something about our brand name awareness, and we took it quite literally. We found out nobody in Belgium was named ‘Gerolsteiner’. So we launched a simple, but challenging competition: The first person who officially changes his name to 'Gerolsteiner' receives a Porsche 911. All the used channels were informative and had the same message “Change your name to Gerolsteiner and win a Porsche 911. Go on gerolsteiner.be.” We used internet seeding, radio and communication in bars to launch the competition.

The spontaneous awareness increased from 8 to 20%.The likability of the campaign reached 78% when the average in the water sector is 45%.Thanks to one blog, 100 other blogs and website reporter de competition. All the national newspapers and radio station reported the competition and wanted to interview some participants. Even our neighbours, France & the Netherlands noticed the campaign.

In 10 days 15.000 people clicked on the website, and 300 persons officially subscribed to the competition. We selected 200 of them and we are paying all their administration fees. Now let’s wait to see who will be the first.