The Sekt brand Rotkäppchen is looking to bring people together with its new campaign using the slogan ‘You are the moment’. Decisive campaign elements are companionship, getting together and friends. It is no longer a matter of ‘exemplifying’ these values, but rather really ‘experiencing’ them.
The idea: we used the most emotive medium – cinema – and brought the cinemagoers into the world of the Rotkäppchen advert in real life. The power cut in the advert became reality and plunged the entire cinema theatre into darkness. Then followed a series of surprises to give the cinemagoers an unforgettable evening. All of them made reference to the advert, in order to optimally convey the world of Rotkäppchen.
We attracted attention on the radio with a ticket giveaway and quotes from the cinemagoers and also showed the
emotional moments in the cinema through videos on social networks.
Interactive elements made the cinemagoers themselves part of the action and created a feeling of togetherness in the whole room. A clever campaign extension conveyed the emotional moments in the cinema to the general public. The innovative use of the cinema touchpoint turned exemplifying Rotkäppchen moments into a real experience.