Adventure is just around the corner.
Dutch herbal liqueur brand Sonnema Berenburg has a rich history and an adventurous founder. The on- and offline campaign following in his footsteps to get more brand awareness amongst youth (in the North of the Netherlands). The campaign ‘De Tocht’ (The Journey) is based on the essence of adventure: open-minded, unknown and spontaneous.
Our adventurer of our modern time, Joost, was send on a ‘social experiment’: a month long adventure led by the audience’s daily online challenges. He went wakeboarding behind a car, tried and tested a selfmade swing from a skyhigh bridge, survived on dumpster food, camped on a rooftop illegally, and played tennis at the Binnenhof (the political heart of the Netherlands). Often joined by his challengers.
The communication campaign covered an interactive website, daily video reports, social media, online ads, POS displays and free publicity.
~ Involving the target audience in an interactive, adventurous campaign: 206 uploaded challenges, 30 completed challenges
~ +27% increase online community, €105.470 PR value, increasing brand awareness in the North of the Netherlands
~ Concept Development, Communication Strategy & Implementation
~ Copywriting, Social Media
~ Project & Account Management
Team & Partners
~ Created with the team of Containr Affairs`
~ PR by Kult & Ace