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Pepsico approached us to create awareness & buzz for the new Oven Roasted concept of Duyvis. They wanted us to build a trial to launch their new 'Oven Roasted Crac A Nut Szechuan Pepper Nuts'. It was very important to stay within Duyvis' brand equity: expertise and quality.
We thought out a solid strategy and concept and took care of the entire execution, in close co-operation with Pepsico's partners. We combined online and offline communication to create an even greater effect.
We wanted to engage consumers and increase interactivity. We played on an important emotional value by building the affinity between Duyvis nuts and beer. Our focus was to engage bars to take part and spread the word via Facebook.
The message of this national campaign: Become the "Hottest Bar in Belgium" by gathering as many votes as possible. The winner could throw a party (worth € 3.500) at Duyvis' expense and receives a year-supply of Oven Roasted Duyvis nuts.
After only 3 weeks (of 9 in total) the campaign scored very well. In total there were over 200.000 visits and 129.867 absolute unique visitors. 1400 bars were registered and users voted over 400.000 times for their favourite bar.
The rewarding cherry on the cake was winning an award at the Mixx Awards 2010. The Duyvis campaign got a silver medal in the category 'Brand Awareness'.
