BILLY BOY
Billy Green Love Roadshow
Brand activation goes guerrilla on a sustainable roadshow promotion
Spring 2021: for the product launch of the sustainable condoms BILLY GREEN LOVE, the planned promotion at festivals was canceled due to COVID – so we developed an effective alternative for brand activation: a green roadshow. And gave BILLY GREEN LOVE legs – or rather wheels – to encourage the young target group to love sustainably. Thanks to original social media and PR content, there was also a media extension that boosted reach.
Innovative brand activation through sustainable promotion and creative guerrilla marketing? That was the original roadshow that we developed in the second year of coronavirus for the product launch of the environmentally friendly BILLY GREEN LOVE condoms. The focus: an upcycled recumbent bike in the shape of a condom, which visited 15 cities and covered 2,500 km as a promo mobile within 6 weeks. With Billy Green as campaign testimonial and content creator, supported by a highly motivated team of promoters (the JOKE trainees), we realized a sustainable, location-independent promotion throughout Germany. Instead of a traditional roadshow with a truck, we opted for a green tour to create live moments that authentically matched the brand, product and target group and re-engaged young people after 15 months of the pandemic. The cross-marketing approach combined live communication with social media and PR – thanks to exciting content and campaigns centered around testimonial Billy Green, who met influencers & musicians, visited cool projects & places and planted plenty of trees.
The result (for a net budget of just under €80k): almost 250,000 live contacts, 6 million social media impressions and PR coverage in almost every tour city. The project was honored with the Galaxy and BrandEx Awards and shows how sustainable brand activation with creative storytelling generates compelling content and wide-reaching attention.
