JOOP! SplashDigitale Kampagne

A new fragrance brings summer freshness to Germany’s men. To launch the product, JOOP! Splash used traditional TV and print channels. However, to give the new brand an interactive setting and bring the brand's promise to life, JOOP! also commissioned ND/R to manage the product's digital communication.

JOOP! Splash stands for refreshment and spontaneity. We let the target group feel exactly what this means.

Our mission: add a healthy dose of spontaneity to defeat the monotony of everyday life. Our allies in this mission were the "Splash Gang". The gang consisted of five Splash professionals who gave passers-by a boost of freshness with surprising happenings in five major German cities. Elevator rides were turned into private parties, pedestrian zones converted into a table dance club.

Fans of the brand can follow the tour on the web and can also try and find out where the Splash Gang is in their town. These "Splash Moments" are then broadcast as videos in Facebook streams and create a viral momentum. The "Splash Gang" also got their own website – touch optimized for use with iPhones or iPads.

During the promotional period, we reached 2,300 fans on Facebook who followed the tour – and managed to double that number by summer 2011. We also registered 100,000 page views for the "Splash Gang" website and approximately 300,000 video views.