Gerolsteiner - "Change your name in Gerolsteiner"

mortierbrigade

mortierbrigade Brussels, Belgium

11143

Title	Change your name in Gerolsteiner
Agency	mortierbrigade
Campaign	Change Your Name - Gerolsteiner
Advertiser	Gerolsteiner Brunnen GmbH & Co. KG
Brand	Gerolsteiner
Posted	December 2008
Product	Water
Business Sector	Mineral, Sparkling & Bottled Waters
Story	Gerolsteiner, Germany's leading brand of bottled water, was nearly unheard of in the neighboring country of Belgium, a market where the brand wanted to grow. The challenges were common: small budget, low brand recognition and limited retail distribution. Worse yet, the brand was often confused with another German one. To generate some fizz, the company used the fact that no one in Belgium was actually named Gerolsteiner as the basis for a contest. In a new twist on the 'naming rights' concept, Gerolsteiner offered a free Porsche 911 to the first person who would legally change their surname to 'Gerolsteiner.' The effort won a 2008 Eurobest Award for Bronze (integrated campaign) and Silver (Direct Media & Sales Promotion).
Media Type	Case Study
Length	100 seconds
Creative Director	Jens Mortier
Creative Director	Joost Berends
Creative Director	Philippe Deceuster
Art Director	Tim Driesen
Copywriter	Tim Driesen
Art Director	Joeri Van Den Broeck
Copywriter	Joeri Van Den Broeck
Strategic Planner	Stephanie Zimmermann
Agency Producer	Emeline Fouya