We brought the teaching boxes to trendy locations in key Belgian cities (Brussels, Antwerp) where our consumers go in the summer, such as pubs, bars, terraces, restaurants and events.The action was completely guerrilla planned to create surprise and sensation.The box arrived in a fully branded truck at the location; Russian models promoted the cause and started to approach people passing with the “Do you speak vodka?” test. They helped them to pronounce the Russian sentence, get their sample and voucher for a future purchase.The action was also supported by a local lifestyle magazine and generated a lot of word of mouth and free press coverage.

Enthusiastic reactions at the scene, with people eagerly waiting to participate and fantastic word of mouth whilst queuing.+70,000 indirect contacts (+/-3,000 x 24 days);18,000 direct contacts (vouchers);12,500 direct contacts (participants);3,435 samples;Significant increase in off trade distribution and sales thanks to the integrated field and POS marketing efforts: - N°3 in distribution now, even before Absolut!- 25% market share reached within the premium vodka segmentThe client is so pleased with the results that the concept has now been extended to other countries across Europe (The Netherlands, Poland and Germany).