Campaign "Brandpirízate #conviertetealbrandy (Bebrandpire #convertintobrandy)" TARGET NEW CONSUMER

We´ll start with the same campaign in both social networks and in the blog. Based, on one hand in the liking of young people for the

world of vampires (movies, tv series, books etc..) and comics and, secondly, on the antioxidant properties of Brandy de Jerez, we will

devise this campaign from the following storytelling:

"A group of Northern European vampires who, tired of seeing how human blood had gradually been losing both flavor and revitalizing

qualities, due to poor eating habits, drug use etc.. and to the pervasive sadness caused by the crisis, migrate to the south of Spain

(land known by the happiness of its people) and when hearing about the antioxidant properties of Brandy de Jerez decide to taste it,

discovering to their surprise that the effect that this liquor cause in them is even better than human blood, giving rise to a new breed:

that of the Brandpiros or drinkers of Brandy de Jerez "

From there, we will propose different ways on every platform to participate in the campaign: we'll order a cartoonist to create the

central character of our history (the young vampire who leads the group of future brandpiros) and we´ll organize an event for it´s

presentation in society, which will be previously announced in the press and in social networks (FB and Twitter). Then, on Facebook,

we´ll do a survey to choose his name and a Short Story Contest for someone to tell us what is the character's story starting from the

twigs of our storytelling, to be developed in greater detail in a maximum of three pages. The winner will receive a prize (200 euros

and a merchandising batch) and will be released in a new offline act that will be promoted on both the networks and the blog and will go

to press.

Only then, once we have our "history" built, we´ll bring to light the hashtag #conviertetealbrandy (#convertintobrandy) on Twitter. By

then, we will have created a big enough community in this network, on which we expect to have employees and related companies from

wineries, who will be asked to support and spread the hashtag and try to make it a Trending Topic. This campaign will remain in effect

and be compatible with the development of others for the more conservative and traditional target.

Among other complementary actions, we have planned to create a new

cocktail: "The Brandpiro". The "end" of this campaign will be after a year,

and as a joint action of all the wineries, we´ll give shape to it through a

short animation about the history Brandy de Jerez through the adventures

and the future of the Brandpiros. This short will be presented at

competitions and festivals in order to multiply the initial impact.

We base the good acceptance of this campaign on the success of

similar experiences as the manga comic series "Drops of God" who

has unleashed the passion for wine in Korea and Japan.