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Opdrachtgever, bureau/school en categorie

Titel:
Pablo
Opdrachtgever:
AB Inbev - Jupiler
Bureau:
Famous Brussels
Datum eerste publicatie:
29/05/2013
url:
http://toputourworkon.com/cases/SpinAwards2014/JupilerPablo/
Categorie:
Social Media

Credits

Concept:
Pieter Claeys & Luc Shih
Art Direction / Design:
-
Copy / Redactie:
Pieter Claeys & Luc Shih
Interaction Design:
-
Technische realisatie:
-
Account:
An Van Den Cruyce, Arnout Everaert
Verantwoordelijk bij klant:
Jean-Jacques Velkeniers, Pieter Boudry
Overigen:
Tim Driesen (Creative Director), Iwein Vandevyver, Jean-Marc Wachsmann (Associate Creative Director), Jonathan Detavernier (Strategy)


Afbeeldingen

Video



Case omschrijving: Social Media

Projectbeschrijving
In May 2013, Jupiler launched a SMS&Win campaign. However, due to a technical mistake, 217 participants received only a coupon instead of a night out with friends. That is why Pablo Strörmann, one of the disappointed participants, wrote a letter of complaint to Jupiler, and posted it online. The letter quickly went viral and Jupiler got a lot of negative social media attention. We came up with a reply that turned a social media disaster into a success.
Voor/over product of dienst
Jupiler is the manliest beer brand on the market.
Doelgroep(en)
Their main target group are men, their slogan says it all: 'mannen weten waarom' = 'men know why'