In order to pursue this goal, we created the Billboard Party. During the day, from the outside one would see a double billboard, with a stairway in front that led to a door in the middle. At night, behind this door, there was a lounge that could receive 200 people to party and try Grant’s. We selected a group of people that would best represent Grant’s key values: Grant’s Ambassadors. And we offered each ambassador the chance to throw their own party inside the Billboard – for free. All they had to do was invite their friends.

We used four media approaches in this initiative: the billboard itself (and 6 other billboards in the city), direct marketing to invite the guests, a web site to post photos taken in the parties, and a TV campaign to support the whole action. The Billboard Parties began on Oct 19th and finished on Nov 19th. In order to reinforce the strong impact of the Parties, two flights of the Basket Ball commercial were ordered, in November and December. But the most important thing in this process is that the Parties leveraged the media initiatives – and vice-versa.