After a collaborative and extensive strategic planning process, the message “Bavarians Have More Fun” was born. We really ran with it, bringing to life the experience and fun online, and across every single piece of communication.
We hired a real-life actor full tim for 12 months to create a brand ambassador named Klaus von Krum, a Bavarian playboy who embodied all that the BBC stood for and used him to bring the brand to life across all media channels.
Highlights included:
A weekly column he wrote for MX magazine on bier, food and fun.
A live, nationally televised appearance on Australian Idol.
A large-scale outdoor campaign featuring Klaus, and a bevy of Bavarian beauties.
Personal Facebook, Twitter and Blog pages where he built a loyal and passionate fanbase, answered customer questions and fended off dozens of romantic 'requests'...
An online, social competition that challenged "group organiser" to create an oktoberfest drinking team and see how many people they could get to RSVP to their virtual party.
Weekly score board updates where sent to each team leader and with every invite they sent, Klaus followed up with a challenge to the invitee to create a bigger party of their own.
We supported the competition with an extensive calendar of social media and PR events and a series of 4 videos by Klaus on how to eat, drink, dance and party like a bavarian.
12,000 EMAIL ADDRESSES CAPTURED OVER
2 MONTHS.
OVER 138,000 PEOPLE ENGAGED WITH THE CAMPAIGN ONLINE.
50,000 NEW FRIENDS REFERRED AND INTRODUCED TO THE BRAND ONLINE.
