Eristoff Night Street View
Eristoff / Bacardí-Martini - Eristoff Vodka
Issue 24 | September 2012
Agency
CP PROXMITY
Creative Team
Executive Creative Director: Eva Santos Creative Director: Alba Vence Copywriter: Anna Soler Art Director: Rodrigo Chaparreiro Creative Supervisor: Ferran La Fuente Art Director: Paco Jimenez, Ivan Aguado Back Developer: Rubén Mejías Front Developer: Gerard Albañell
Other Credits
Account Director: Alba Cristóbal Account Executive: Alicia Viñals Producer: Sigfrid Mariné Clients: David Bermejo
Background
In Spain, young people meet up to drink in the streets before going out. They buy alcohol at supermarkets (especially vodka) and drink it in parks, squares and streets. With the recession, Eristoff Vodka, the No.3 brand in Spain, was suffering because of cheaper own-label brands.
Idea
Eristoff felt that it could never beat own-label vodka on price. It had to beat the others on relevance, to them and to the way they lived. So, the brand went out onto the streets and joined the party with Eristoff Night Street View.
This was a version of Street View that showed you what was happening after dark on the streets. Uncensored.
The Wolf Car, like Google’s street car, set out to map the streets. Its route was announced and for two months it toured the streets, recording the impromptu performances of circus people, dancing hairdressers and so forth.
All the material filmed was geo-positioned to create a 360º map which could be viewed at www.eristoffstreets.es.
Results
The streets of Madrid and La Coruña (the cities that had lost most sales) were mapped first and now Barcelona, London and Paris are due to be mapped too.
In the second quarter following the campaign launch, Eristoff improved sales against own-label brands by 11% and to outsell even Absolut.
In addition, there was a 25% increase in brand awareness.
PR was valued at around 1 million Euros and over 5,900 impromptu performers and 2,000 venues were converted into pins.
Our Thoughts
There is a whole new (visual) vocabulary emerging from the digital world and Street View is an important component of this. We’re becoming used to a 360º view of the world. So, to start using this language is not only smart but would be seen to be smart by its core target audience. Which makes it even smarter, if you follow my drift.
By creating their own darker, naughtier version of Street View, Eristoff not only got people out onto the streets to become a part of the map, it then got them to go online to see themselves, check out the other moments of street madness, and reaffirm that Eristoff was definitely their kind of brand.
Really clever insightful about how people behave.