In Spain, young people meet up to drink in the streets before going out. They buy alcohol at supermarkets (especially vodka) and drink it in parks, squares and streets. With the current recession, this phenomenon is constantly growing.Eristoff Vodka, the third vodka brand in Spain, positioned as an inexpensive and barely differentiated brand, was suffering a significant decline in sales due to the growth of store brands, which are cheaper on the shelves.The objective: to take Eristoff to the real place of consumption by its public, the street, with an action that will differentiate it from store brands.

To date, the streets of Madrid and A Coruña (the cities that had lost most sales) have been mapped, and the launch is being planned in other Spanish cities such as Barcelona, as well as international cities such as London and Paris.In the second quarter following the campaign launch, Eristoff managed to improve its sales against store brands by 11% and sell more than Absolut.25% increase in brand awareness with hardly any paid media usedRepercussion in the media to the value of €1m.Over 5,900 impromptu performers and 200 venues converted into pins.

We decided to go out on the street and join in their party.Eristoff Night Street View: The Street View that shows you in 360º vision what goes on in Spain’s streets at night. Uncensored.

We acquired a car like Google’s: the Wolf Car, and announced our route to our public, but also to artists and venues in the area.For 60 nights we toured the streets, recording impromptu performers, circus artists, dancing hairdressers, nocturnal museums... creating a party wherever we passed.All material shot was geopositioned to create a 360º map in Google Street View style at www.eristoffstreets.es.

If your targets drink in the street because it’s cheaper, and the recession means they have even less money, how do you stop sales falling?Eristoff could have offered price promotions, but could never beat store brands on price. It had to justify its price, not drop it.Eristoff had to go out into the streets if that was where people were drinking, Doing so within a project persuading young people to show their freakiest, geekiest face to convert them into the first nocturnal street view’s pins, was the way to becoming the brand of reference at the 'brand-free' party.