On the A12 at Breendonk, we all turn our car radio down a little bit and slightly release the accelerator because ‘that's where the Duvel matures'. Advertising agency Pubmarket! was commissioned to work out a remarkable activation, and that's how the action ‘Shh ... the Duvel sleeps here’ was brought to life.
With this joint promotion, both Duvel and Prik&Tik wanted to address younger target groups. With a scratch-and-win contest at the purchase of two six-packs of Duvel or Duvel Tripel Hop, they could win one of the 400 Duvel tents and more than 10,000 bottles of Duvel Tripel Hop. For this contest, Pubmarket! activated the entire omnichannel battery: a complete set of POS material, Facebook pages, the website, two leaflets on more than 1,300,000 copies and the newsletter of Prik&Tik.
On social media, the action was massively shared by customers and Prik&Tik stores. For example, a repost from one of the shops was shared no less than 4,773 times! The reactions from customers, traders and Duvel representatives were unanimously positive. The data was positive as well: more volume and new Duvel customers.
So, this activation was a winning combination. Duvel has wonderful products and a well-oiled marketing machine. The Prik&Tik organisation is in direct contact with the consumer through their shops and omnichannel communication. Pubmarket! achieved a successful synergy between two strong brands with this striking activation.