Buzzilla makes for Wybomania
With Buzzilla, Numéro 10 has served up a little Polish water.
Jean Claude has a dream: he wants to obtain Polish citizenship. And he is prepared to do anything to achieve this. Even a change of identity or external changes to his personality don't stop him. In the end, Jean-Claude succeeds: he becomes Jankludowisz Wyborowski, alias Mister Wybo.
Over the past few weeks, the guerrilla advertising agency Buzzilla from Numéro 10 in Bern has been causing creative confusion in selected bars and, above all, on the Internet.
The campaign was launched with a teasing campaign: Jean-Claude wants to mutate into a Pole. To get the word out, Buzzilla used stickers and flyers in five bars each in Zurich and Lausanne to publicize Jean-Claude's cause. Anyone who was curious could click through a funny test form at www.misterwybo.ch. You also had to be 18 years old. Participants in the competition were then able to print out a PDF of what looked like a real Polish passport. The pass opened the doors to a series of "Polish nights" in bars such as Casa Loca in Kilchberg or Zic Zac in Zurich's Niederdorf district.
The "real" Mr. Wybo could also be found in ten such locations at certain times. He was styled with a character similar to the movie comedian Borat. The only difference is that Mr. Wybo does not come from Kazakhstan - just as Wyborowa vodka is not distilled in Russia. So anyone who could sing the Polish national anthem with Wybo or do other weird things without laughing - because Poles never laugh, as the cliché goes - could take part in the prize draw for a trip to Warsaw. Those who didn't win could at least look forward to a few funny souvenir photos on Tilllate. And a shot of vodka as consolation.
Alcohol advertising despite restrictions
With this "trick" of luring the target audience into a bar to stage an advertisement for vodka, Buzzilla was looking for a way to get alcohol advertising out to the people, even though the media are becoming increasingly restrictive. For example, it is well known that it is not permitted to show images of people enjoying alcohol. In the 10 bars as POS, Buzzilla has been able to exploit a lot more freedom. The parties are said to have been very popular, and not just among homesick people.
The Polish vodka Wyborowa is distributed in Switzerland by Pernod Ricard Swiss. This company has around 40 international brands in its portfolio. The project with Mister Wybo did not have a high-percentage budget. Nevertheless, thanks to the guerrilla character, a lot of money flowed in. A fan group had already formed on Facebook during the teasing phase. Numerous journalists became aware of the campaign through this group. Of the visitors who clicked on the Mister Wybo website, 30% wanted to order a Polish passport. On average, visitors stayed on the website for five minutes.
Andreas Panzeri
Over the past few weeks, the guerrilla advertising agency Buzzilla from Numéro 10 in Bern has been causing creative confusion in selected bars and, above all, on the Internet.
The campaign was launched with a teasing campaign: Jean-Claude wants to mutate into a Pole. To get the word out, Buzzilla used stickers and flyers in five bars each in Zurich and Lausanne to publicize Jean-Claude's cause. Anyone who was curious could click through a funny test form at www.misterwybo.ch. You also had to be 18 years old. Participants in the competition were then able to print out a PDF of what looked like a real Polish passport. The pass opened the doors to a series of "Polish nights" in bars such as Casa Loca in Kilchberg or Zic Zac in Zurich's Niederdorf district.
The "real" Mr. Wybo could also be found in ten such locations at certain times. He was styled with a character similar to the movie comedian Borat. The only difference is that Mr. Wybo does not come from Kazakhstan - just as Wyborowa vodka is not distilled in Russia. So anyone who could sing the Polish national anthem with Wybo or do other weird things without laughing - because Poles never laugh, as the cliché goes - could take part in the prize draw for a trip to Warsaw. Those who didn't win could at least look forward to a few funny souvenir photos on Tilllate. And a shot of vodka as consolation.
Alcohol advertising despite restrictions
With this "trick" of luring the target audience into a bar to stage an advertisement for vodka, Buzzilla was looking for a way to get alcohol advertising out to the people, even though the media are becoming increasingly restrictive. For example, it is well known that it is not permitted to show images of people enjoying alcohol. In the 10 bars as POS, Buzzilla has been able to exploit a lot more freedom. The parties are said to have been very popular, and not just among homesick people.
The Polish vodka Wyborowa is distributed in Switzerland by Pernod Ricard Swiss. This company has around 40 international brands in its portfolio. The project with Mister Wybo did not have a high-percentage budget. Nevertheless, thanks to the guerrilla character, a lot of money flowed in. A fan group had already formed on Facebook during the teasing phase. Numerous journalists became aware of the campaign through this group. Of the visitors who clicked on the Mister Wybo website, 30% wanted to order a Polish passport. On average, visitors stayed on the website for five minutes.
Andreas Panzeri
Virus alert in Lausanne
The billboards were actually reserved for Barack Obama,
who had just been elected President of the United States. But Buzzilla threw a spanner in the works of global politics. On the day that around 300 marketing experts, media specialists and journalists gathered in Lausanne for Allmedia.09, the guerrilla specialist from the Bern-based agency Numéro 10 replaced the Obama headlines with a message about Buzzilla on countless newspaper boxes and newsstand displays in the vicinity of the conference. "Le virus du buzz attaque la Suisse" could be read on the posters of 20 minutes, Le Temps, 24 Heures, Tribune de Genève and Blick. "This has led to lively discussions," says Buzzilla boss Gilles Aeby.
