Interesting work by OgilvyAction Prague to attract the youth to new Fernet drink Z Generation.
HIghly targeted to university campuses and recognising the lack of real interaction among dorms-mates, Z Generation offered an excuse for students to knock the neighbours’s door and meet in real life.
They had to convince other people in their buildings to spell the letter Z at night using the bedrooms’ lights. The buildings with more votes would win a party paid by the brand.
There’s a bit of other ideas seen before here but nevertheless a less conventional launch campaign.
Regional Executive Creative Director, Geometry Global Asia Pacific