Dutch herbal liqueur brand Sonnema Berenburg has a rich history and an adventurous founder. To make it more relevant today we created an adventurous on- and offline campaign to attract and get more brand awareness amongst youth. The campaign is based on the essence of adventure: an open mind, the unknown and spontaneity.
For 30 days straight the public steered, followed and joined the adventure of our adventurer Joost. Joost was on a roll, with no money and a camera for daily updates on the campaign website and social media. The journey (in Dutch the campaign name ‘De Tocht’) took him and the Sonnema fans dumpster diving, camping on a rooftop, wakeboarding in the countryside and playing tennis in the political centre. The person that steered the adventure with the most exciting task, won a trip to see the Northern Light in Lapland.
A user generated campaign created a month long adventure and showed adventure is alway around the corner. The campaign raised brand awareness, involvement of the brand target group and a good amount of media attention. Watch the video below for details.
This project was realised with my former colleagues at Containr Affairs. I was responsible for concept development, copy, project and account management, coordination with the PR agency Kult & Ace and day-to-day production.