This new baseline invites the customer to enter in a unique taste experience, and in world of the Abbey. It is supported by its mythical symbol: The Phoenix. An advertising campaign, created by Sid Lee, has being visible in the press, billboards and on the web since October 11th to December 31th, 2010.
The new advertising campaign and new tagline “The Power of rebirth” is broadcasted in newsmagazines, cars magazines, sportive ones, economics, or even in the cinema. There are two type of advertisement: simple advertisement and event advertisement, in double pages which allow to tell the legend of Grimbergen.
The campaign was also unveiled in posters between the 10th and the 16th of November 2010, especially with an “electro luminescent” billboard on the Champs-Elysées, in France.
Meanwhile, a digital campaign is organized in two phases: From November 16 to 25, the website and the Facebook fan page invited Internet users to watch a film featuring the mythical bird. Several banners and trailers were visible on MSN, Orange, Allociné (French website which shows trailers of new movies for cinema, and tell you the time and place where you can see the movie) and Facebook and sent the user on these websites.
Second phase of the operation: since November 26, a new dedicated website is proposed and the fan page “The Legend of the Phoenix” has become a new official fan page for the whole brand Grimbergen on Facebook. On this occasion, Grimbergen is presented also on the home pages of MSN and Skyboard.
Until the end of the year, many banners on Yahoo, MSN, Orange and Allociné will highlight the Grimbergen campaign and the launch of the brand full movie.
The outlets will be conducted, in January 2011, by the presence of ombrellas with an impacting message: “The Grimbergen beer resurrected unsuspected flavors”. The waitress will be dressed in the colors of the brand and will carry trays and coasters showing the brand.
So people: Go to drink a Grimbergen beer!
Laura G.
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