Garden of Eden, Jupiler
We turned the launch of Japple into a single evening garden party that reached 633,000 people in six days.
Japple is Jupiler's apple beer, and a new product needs more than a media plan to land. So we built Garden of Eden, an invite only evening in a garden with a DJ, a guest list of tastemakers and a Japple box that arrived at their door before they did. In six days it reached 633,748 people across owned and influencer channels, at a cost per thousand below the brand's other content.
Japple was a new product entering a category where launches usually mean a big film and a lot of paid media. Jupiler needed people to actually try it, and to be seen trying it by the right audience. So the brief was to make the launch feel like something you wanted an invite to, not something you were shown an ad for.
We started with the object, sending a designed Japple box with hand signed notes to a tight list of influencers and tastemakers before anything went public. Then we gave them a reason to show up, a garden, a DJ and a two and a half hour window that made the evening feel scarce. Only two of the eighteen influencers were paid, the rest came because the invite was worth having, which is why the media behind it ran at a €3.13 CPM against €3.19 on the brand's non event content.
