Some people pitch a tent to throw a party. Demonstrate built an
actual travelling African Village and a life-size chocolate-looking elephant to bring
the festivities to the people. Consumers are invited to see, hear,
taste and feel the world of Côte d’Or during an all-out nationwide tour. Four of
Belgium’s largest cities will be hosting the Côte d’Or Village for a whole weekend.
Ghent was first up (March), Antwerp
was next (May), followed by Namur (September) and
Liège (October).
To wet people’s appetites, Demonstrate concocted a new kind of scheme, sidestepping the
usual channels of flyers, posters and billboards. 10 of the best shops
in the 4 cities were asked to create a Côte d’Or themed window, using Côte d’Or-related
materials, flyers, etc. Consumers who visited the shops were offered free chocolate treats and
a flyer to go. The shop with the most creative Côte d’Or window dressing
won a trip to the African plains.
Everywhere you looked, the Côte d’Or elephant was inviting you to his birthday party.
The entire city was covered in posters to announce the event.
35.000 invitations (and chocolate treats) were handed out in the
streets by a D8 promo team, the giant chocolate elephant towering above them. A lot of work,
but it all paid off in the end: more than 10.000 people stopped
by to have their picture taken with the elephant, discover the Côte d’Or
museum, play some djembé or just hang out at the
Mignonette coffee bar.
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