BILLY GREEN LOVE: Product launch mit Guerilla-Promotion
Frühjahr 2021: BILLY GREEN LOVE kommt auf den Markt. Das nachhaltig produzierte Kondom mit „Bonus-Feature“ – pro Packung wird ein Baum gepflanzt. Da Festivals und große Events für die Promo flachfielen, schufen wir zur Markenaktivierung eine grüne Roadshow. Und machten BILLY GREEN LOVE Beine – bzw. Räder –, um die junge Zielgruppe zur grünen Liebe zu animieren.
Mit dem besonderen Kampagnen-Testimonial Billy Green, einem besonderen Promo-Mobil, coolen Aktionen und hochmotivierten Promotern (unseren Azubis) ging es im zweiten Corona-Sommer auf eine ganz spezielle Roadshow. Statt Promo-Tour mit Truck, gab es ganz im Sinne des nachhaltigen Produktkonzeptes eine grüne Tour durch Deutschland. Im Mittelpunkt: der #Fahrradständer. Ein Kondom auf Rädern – aus viel Liebe, einem Sitzfahrrad und Upcycling-Material geformt.
Unsere Mission: die Besonderheit der BILLY GREEN LOVE-Kondome transportieren, spezielle Live-Momente schaffen, um die junge Zielgruppe – hungrig auf Live-Erlebnisse nach 15 Monaten Pandemie – zu aktiveren und Content für Social Media und PR-Berichte zu generieren.
Unser Plan: ein Konzept, das ortsunabhängig funktioniert. Die Leute konnten nicht auf Events & Festivals – also kamen wir zu ihnen. In 6 Wochen schafften wir 15 Städte und 2.500km durch Deutschland. Testimonial Billy Green, supported von Social Media-Redakteurin Anna Nass, traf Influencer & Musiker, besuchte coole Projekte & Orte und pflanzte reichlich Bäume.
Resultat (für knapp 80k € Budget netto): 250.000 Live-Kontakte, 6 Mio. direkte Social Media-Impressionen und PR-Berichte in fast jeder Tour-Stadt. Und viel Liebe von der Event-Fachwelt für das Projekt – in Form der Galaxy und BrandEx Awards.
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