Cannes Lions
HK CORP, Paris / BACARDI / 2016
Overview
Entries
Credits
Description
?We offered ERISTOFF to position itself as a talent finder in the urban culture thus with the idea of having the brand start a long term collaboration with a young street artist, Nairone, making him live extraordinary experiences, and supporting him in his evolution from outsider to street art reknown & confirmed artist.
In summer 2015, the first step was to present Nairone to the public through a collaboration with Travie McCoy and the legendary, Nairone’ Idole : Jim Phillips, . After this unique experience, the next step was to give free reign to Nairone to design a series of 2016 Limited Editions.
We developed compelling supporting content to chart his artistic journey and engage consumers. This adventure was a unique opportunity for this street art’s genius and also the occasion for the brand to develop a positioning brand.
Execution
A POWERFUL MEDIA PLAN 100% DIGITAL
2015: a web series of 3 episodes and a bonus video of the bottle’s POV in 360° (First 360° masthead on Youtube) around the collaboration between the three artists, and their cities: Paris, New York and Santa Cruz.
To launch this limited edition and to present, NAIRONE a PR event has been organized.
PR Kits have been developped with 30 boards designed by Nairone and sent to PR agencies.
2016: Nairone designs the Chill in (winter) and Chill Out (summer) editions of 2016
An event with an important PR activation has been organized. The idea was to have exciting performances of NAIRONE:
- Construction of a Giant Eristoff Bottle
- A Skateboard Mural
Several films have been produced around the event:
- Original report videos & concept films
The activation has been deployed up to stores, with the installation of points of sale designed by Nairone.
Outcome
• PR actions in 2015:
- a press release & an event about the Wolf Pack Edition
- a teaser & a web series
- ERISTOFF contest: 15 publications
• PR benefits:
- 27 million of potential consumers reached.
- Publications in media read by our core target (GRAZIA, Vice, Bestreet...)
• Retailers data
- In 2015, good performance of Eristoff Original Limited Edition. On the year, +120 000 bottles of 70 cl sold.
- Eristoff Limited Edition: best ROS weighted per consumer vs competitors limited editions.
• Consumer awareness:
- +5 points of familiarity in FY16 vs FY14.
• Impressions
- ERISTOFF LIMITED EDITION: 18,8 million of impressions / 2,6 million of engagement on Facebook and Youtube.
- #WPE 2015: top performing post with a reach of 109 985 persons.
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