In February Demonstrate, Jupiler, Q-music and BelRTL got together and pronounced 29 February to be the very first National Men's Day. To achieve this, they organised a petition on a large-scale via various channels. With resounding success.
Demonstrate ensured that there were petition forms for the National Men's Day in all Jupiler pubs in Flanders.
Moreover, some forty thousand signatures were collected by guerrilla teams in and around the football stadiums at all Jupiler League matches.
Q-Music arranged advertising in related magazines and of course there were appeals to the general public on all Q-Music radio broadcasts.
On Friday, 29 February, Deckers & Ornelis handed more than 70,000 signatures to the Flemish Minister for Equal Opportunities, Kathleen van Brempt.
To round off the success of the petition, Jupiler treated the public to a 3+1 coupon campaign in all national newspapers, so that the first National Men's Day could be duly celebrated in the pub.
Q-Music broadcast live from 5 pubs that day, and in each of the pubs the first 100 men that could produce a salary slip received payment for the 'extra day of leave'!
To organise this event the teams of Q-Music and Demonstrate joined forces.
Off Trade CAMPAIGN: 'GE MAAKT WAT MEE IN EEN JUPILER CAFÉ'
On 29 February Off Trade campaign 2008 kicked off, 'Ge maakt wat mee in een Jupiler Café' (Live it up in a Jupiler pub).
This action was launched for the very first time last year.
Demonstrate was responsible for the campaign copy, the activation part and everything around it and Leo Burnett created the campaign logo and TV spot.
The campaign invited the Belgians to meet up with friends and to enjoy an evening in a pub. The campaign proved to be a resounding success and extremely popular, with the consumers as well as the more than 5,000 participating Jupiler pubs, and was therefore repeated in 2008.
Demonstrate produced an original mail shot to the pub owners and even before the official start of the campaign more than 5,000 pubs had registered again.
Demonstrate also organises the 40 'Straffe Avonden' (Big Nights) per week, giving away a free barrel of beer to consumers or pub owners with a good story and provides the tools and POS material required.
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