In Spain, beverage brands with more than 20% alcohol content can't be advertised conventionally (TV, radio, outdoor). That's why a brand such as Eristoff Vodka, the third vodka brand in Spain, is forced to base its whole strategy on non-conventional media, events and sponsorships.

Vodka also has an additional problem in Spain, namely it's a drink via which younger people enter the category and is therefore more price sensitive and is the most widely consumed in the famous ‘botellón’, when young people mix alcoholic drinks in large, soft drink bottles to consume on the street, in parks and squares. This is a very common way of consuming alcohol in Spain among the youngest consumers, buying the alcohol in supermarkets; a very cheap way to drink that is growing due to the economic crisis.Given this situation, Eristoff Vodka, positioned as a cheap and not very differentiated vodka brand, is losing a significant number of sales, especially because of the growth in own brands, the cheapest on the shelves.

With the aim of having various milestones during the duration of the campaign, we organised several events likely to be covered by the media:- Presentation of the project teaser: during the first days mapping the cities of Madrid and A Coruña, we invited some blogs and digital media to tour the city’s streets with the Wolf car on exclusive basis.

- ENSV press conference: one day before the car’s last outing around the cities mapped, we presented the project in society with a clandestine press conference, inviting the main local and national media.- Great Final Event: To celebrate the last day of touring the cities we organised a great event, which among other attractions included concerts on balconies, urban artists, street DJs, nocturnal hairdressers and, in the case of Madrid, a silent concert from Sonar ’11 broadcast via streaming on a giant screen located in a central square in the city.

To date, the streets of Madrid and A Coruña (the cities that had lost most sales) have been mapped, and the launch is being considered in other Spanish cities such as Barcelona and international cities such as London and Paris.In the second quarter, following the campaign launch, Eristoff managed to improve its sales against store brands by 11% and sell more than Absolut.25% increase in brand awareness with hardly any paid media usedRepercussion in the media to the value of €1,000,000. Over 5,900 impromptu performers and 200 venues converted into pins.