Wanted: Winter Griller

Description

AGENCY: IDN Netherlands

CLIENT NAME: Weber Stephen Barbecues

BRIEF

PLEASE SEE CASE PDF FIRST.
Weber wants to achieve a cultural change in the barbecue behavior of Dutch people; to barbecue throughout the whole year. How do we get the target group in motion to use the barbecue more frequently in Autumn & Winter season?

STRATEGY

1. Make grilling in Winter a special and fun, but informative experience (Serial Griller Challenge) and reward the ones who do grill in Winter (Cashback).

RESULTS

Participants Serial Griller Challenge: 1.139 NL & 247 BE/L
NL – 624 cashbacks
BE/L – 328 cashbacks

CAMPAIGN ELEMENTS

– Cashback promotion
– Search for the Serial Griller

Means used:
– National radio commercial broadcasted on 5 large radio stations, scripted with a known radio DJ & known crime reporter.
– Serial griller challenge (online quiz)
– Social media: Facebook
– Pos material: wobblers, posters & product feature cards