A new fragrance brings summer freshness to Germany’s men. To launch the product, JOOP! Splash used traditional TV and print channels. However, to give the new brand an interactive setting and bring the brand's promise to life. The JOOP! SPLASH-GANG!
The gang consisted of five Splash professionals who gave passers-by a boost of freshness with surprising happenings in five major German cities. Elevator rides were turned into private parties, pedestrian zones converted into a table dance club.
Fans of the brand can follow the tour on the web and can also try and find out where the Splash Gang is in their town. These "Splash Moments" are then broadcast as videos in Facebook streams and create a viral momentum. The "Splash Gang" also got their own website – touch optimized for use with iPhones or iPads.