Wind of Chance
Emakina smartly linked the company’s ‘Crafted by Wind’ slogan to the fun game, and came up with the ‘Wind of Chance’ idea.
When you participate, the wind brings you happiness, just like the southern wind in the Zenne Valley blows unique microorganisms to the Lindemans brewery, allowing the lambic’s natural fermentation.
Tradition, mixed with punch and energy
Emakina started from the contest idea proposed by Lindemans, to develop the action mechanism and competition rules. The team also created the logo, graphic identity and supporting material. Of course they respected the authentic image and the Art Nouveaux look of the brewer, but added some punch and youthful energy to the mix.
And the results speak for themselves… besides the striking mini video (in trendy gif style), there are fresh ads, social media messages, personalized promotional material and prices for the points of sale. Nice detail: Emakina trainee Julien was the hipster driver of the e- motorman in the clip; he enjoyed the film shoot as one of the highlights of his internship!
Play and win
This clever B2B-2C campaign runs via the salespoints serving the brewer’s magic potion. Participating pubs and restaurants are encouraged to boost the action through their social media. They received campaign boxes full of goodies, to promote the campaign with their guests.
Besides the Flemish and Dutch market, the focus is also on the French-speaking beer lovers, where the family brewer wants to increase awareness (as they say in Brussels … ‘Non, peut-être!’).
For every Lindemans brew you order, you receive a tailor made game scratch card. Answer the question on it correctly and you immediately have a chance to win a fine prize, from T-shirts and leather bracelets to a stick-on tattoo or a lottery ticket (in Belgium, it’s a ‘Win for Life’, in the Netherlands a scratch state lottery ticket).
As a bonus, you can enter your unique code on the competition website. And when you give the best answer to the subsidiary question, you win the hippest e-motorbike ever. On this design electric pair of wheels, you glide through the summer wind in style!
Guillaume Vandooren, Marketing Manager at Lindemans:
“The creative message fits perfectly with our brand identity, both in content and design. “Wind of Chance” is a powerful concept, that perfectly sums up the campaign. No doubt it can be recycled for future actions.”
A rich cooperation
In recent years, Emakina has grown to become a trusted communication partner for Lindemans. It kicked off with the redesign of the website for the English, American, French, Dutch, Chinese and Japanese market. Many projects followed, from designing glasses to support for events and open house days, seasonal greeting cards, leaflets and posters, print and radio advertising, and social media.
CEO Dirk Lindemans:
“We further expand our brand with confidence, and develop clever promotion tools for our products. Emakina is an important link in this chain and fully supports our growth ambition, also internationally.
The collaboration runs smoothly, with space for creativity and a dose of healthy brewer’s common sense. This way we bring each action to a perfect spicy taste!”
Lindemans - Wind of Chance (FR)