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The fight for the Waldmeisterschaft

Promotion campaign for Ahoj-Brause

How to bring back the tingling.

Objective & goal

“Following problem: we are well on our way to becoming Adieu-Brause. How do we get back into conversation with the kids?”

Insights

Every kid knows the “tingling from the packet” better known as Ahoj-Brausepulver. The product is exciting and fun. Almost like a little adventure. And no kid wants to miss out on an adventure.

The idea

We stage the exciting adventure world of the Ahojans and call for the fight for the “Waldmeisterschaft” Forest Championship.

The implementation

How to do we turn the adventure world into a real experience? Our approach: By letting the kids become part of the imagined world. They become protagonists in a thrilling story rather than just the receiver of yet another advertising message. In this story every child can let their imagination run wild. The kids become part of the story through collecting and trading stickers of all Ahoj heroes and through an online game.

The sticker album with 36 heroes from 6 different worlds is being delivered to millions of children’s rooms as a high-end magazine add-on in some of the most popular kid’s magazines. And because we don’t want anybody to miss out on the adventures: At the beginning of school, the call for the “Waldmeisterschaft” takes place directly in front of the schools – on huge 18/1 posters. But one thing Hollywood has taught us is that the best way to tell exciting stories is through motion picture. That’s why we make the world of the Ahojans also known through TV. Not on a promotional basis, but on an emotional one in form of a movie trailer. Through the trailer the Ahojans gain real hero status, inviting kids to become part of their story. Of course, the adventure also takes place online. But not in form of a boring collect and trade platform. On the contrary:
the kids fight for the “Waldmeisterschaft” in an interactive Jump-and-Run game and get to continue the story from the sticker album heroes. How do kids find the game? As simple as that: a display campaign generates traffic through websites specifically targeting the young audience.

Media

  • TV SPOT
  • PRINT
  • OUT OF HOME
  • POINT OF SALE
  • WEBSITE
  • ONLINE

The sticker album with 36 heroes from 6 different worlds is being delivered to millions of children’s rooms as a high-end magazine add-on in some of the most popular kid’s magazines. And because we don’t want anybody to miss out on the adventures: At the beginning of school, the call for the “Waldmeisterschaft” takes place directly in front of the schools – on huge 18/1 posters.

But one thing Hollywood has taught us is that the best way to tell exciting stories is through motion picture. That’s why we make the world of the Ahojans also known through TV. Not on a promotional basis, but on an emotional one in form of a movie trailer. Through the trailer the Ahojans gain real hero status, inviting kids to become part of their story.

Of course, the adventure also takes place online. But not in form of a boring collect and trade platform. On the contrary: the kids fight for the “Waldmeisterschaft” in an interactive Jump-and-Run game and get to continue the story from the sticker album heroes. How do kids find the game? As simple as that: a display campaign generates traffic through websites specifically targeting the young audience.

The result

They collected, traded and played. Most importantly: they sold. The fight for the “Waldmeisterschaft” helped Ahoj-Brause to reconnect to its target audience on an emotional level. Not only us were feeling happy and fizzy about that.

34,5%

Reach within the target group with the advertising campaign.

11,6%

Clickrate of the online-banner ads

2,4%

of visitors converted to buying customers.

Interested?

Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?

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